It’s no secret that James Bond loves to drink. The iconic character is known for uttering the words, “shaken not stirred” to describe the perfect vodka martini. However, Bond might be ready to appreciate a “cold one”, too.
Daniel Craig will be reprising his role as 007 in the 24th Bond film, Spectre, which is set to launch this November. But before that, Craig will first be seen a the new Heineken commercial.
Watch Heineken's new James Bond ad starring Daniel Craig. http://t.co/7GJySbd0Xw
— Ad Age (@adage) September 21, 2015
But unlike the machismo-fueled James Bond films, the Heineken commercial will be showcasing a female sidekick of Craig's who will be helping him out. The theme of the campaign touches on Craig’s previous statement about more personal aspects of Bond’s character. “007 is ‘lonely’ and beds beautiful women who end up leaving him, Craig said. “As a man gets older it’s not a good look." This is coming from a man who was said to be the booziest Bond of all time. According to a study by the magazine The Grocer, Craig drank an average of 20 units of alcohol per film.
That is compared to an average of 12 units for Pierce Brosnan, 11 units for Sean Connery, and just four or five units per film for Timothy Dalton. No, Craig is not an alcoholic; it’s just that Bond really drinks heavily in Casino Royale.
According to the study, even though Bond was known for drinking vodka, the sales of gin went up because of the film and Craig making gin cool again. Heineken seems to be increasing their sales, too.
"It's no coincidence that gin's revival began around about the time Craig first came bounding out of the sea in those too-tight trolleys (swimming trunks) in Casino Royale," the study said.
And now, it seems like contemporary James Bond will be occasionally seen with a beer in hand.
Booze brands such as Bollinger, Jim Beam, Red Stripe, Belvedere, and Heineken have been partners with James Bond films, but Heineken is the only partner allowed to make an ad starring Craig.