As the world counts down to the release of the latest James Bond thriller, Skyfall, the drink orders just keep coming: "Martini, shaken, not stirred." Yes, the legendary con man has inspired the world to drink as he does — but not everyone is impressed with his latest choice.
Bond is a character known for his shaken martinis, expensive bottles of champagne, and refined taste in drinks, so the idea that James Bond will be sipping on a Heineken in the newest movie has die-hard fans outraged. Even a former James Bond actor, George Lazenby, decried the idea that Bond could be a beer drinker. But the rumored $45 million deal between Heineken and the movie franchise is what pays for the big-bang, special-effects Bond action movies we all adore. Said Daniel Craig, the hunk behind Skyfall, Casino Royale, and Quantum of Solace, to Moviefone, "We have relationships with a number of companies so that we can make this movie. The simple fact is that, without them, we couldn't do it. It's unfortunate but that's how it is." He later told Vanity Fair, "He likes a lot of drinks — Heineken, champagne; it’s all in there.”
In fact, product placement deals have often dictated what James Bond imbibes; first it was a short-lived Budweiser deal in the 1989 A License to Kill (yes, Bond really did drink a Bud with lime). Then, Bond was seen drinking Stolichnaya vodka, and then Smirnoff. And the deal between Bollinger champagne and the movie franchise is nearly as old as the franchise itself; it all began with a handshake deal between the producers of the first James Bond films and the Bollinger family. (In fact, it should be noted that Bond actually drinks more champagne than martinis throughout the films — Dom Perignon, Taittinger, Bollinger, the man will drink it all.)
And his food tastes are no different. After all, this is a man that loves his caviar. As Simon Winder explained in his book, The Man Who Saved Britain — James Bond, Ian Fleming created Bond as a food lover to provide something to aspire to for Brits undeniably hardened by the post-war era. And what better way to indulge than to read (and now watch) James Bond indulge on six-course dinners? But Bond isn’t a food snob; he has what you could call a particular, and acquired, taste. For example, no one loves scrambled eggs as much as Bond. (However, you’ll see that the majority of food references are only found in Fleming’s books and not the movies — clearly, action films can’t be slowed down with meals, especially if they're going to focus so heavily on the booze.)
Still, it’s his choice of food and drink that makes Bond the refined consumer he is. No other man could order a mojito — yes, a mojito — and make it look good (we’re looking at you, Pierce Brosnan). And it’s the "shaken, not stirred" line in Ian Fleming’s novel Diamonds Are Forever that defined Bond as we know him. Whether drinking champagne or or eating toast (yep, the man loves toast), , the man knows how to make the life of a spy — and the dishes of a spy — look sophisticated.