Daniel Craig has spoken out about James Bond switching from his signature “shaken, not stirred” martini to Heineken in the upcoming movie “Skyfall.” The actor has called the move “unfortunate.”
“It’s unfortunate but that’s how it is,” Craig told Moviefone.com when asked about his film franchise’s newly announced partnership with Heineken USA. The deal, reportedly worth $45 million, has Craig starring in a commercial for the beer, appearing on packaging for brand, and reaching for a Heineken in a scene in the film rather than for his trademark martini.
JAMES BOND DITCHING THE MARTINI ‘SHAKEN, NOT STIRRED’ FOR HEINEKEN
Still, Craig explains that this is simply business.
“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,” Craig says. “This movie costs a lot of money to make, it costs as nearly as much again if not more to promote, so we go where we can.”
While the deal has been widely criticized, Craig isn’t so sure that Bond is beer adverse.
He explains, “The great thing is that Bond is a drinker, he always has been, it’s part of who he is, rightly or wrongly, you can make your own judgement about it, having a beer is no bad thing, in the movie it just happens to be Heineken.”
Craig is currently filming “Skyfall,” directed by Sam Mendes, in London. The movie will arrive in theaters on November 9.