The ghost of Frank Booth gonna be pissed, for sure.

Product placement isn’t exactly a new thing for James Bond. In fact, it dates back to the golden age of Sean Connery, and every consumer good from cars and cigarettes to electric razors and Blu-ray has been exploited by the franchise. However, Skyfall is set to be the most product-laden installment yet, with the Sony/MGM deal having raised $45 million for the budget solely from subliminal advertising costs, the biggest of which comes from the fine brewers at Heineken.

Mind you, I think Heineken is a “piss water” beer, but it is said that not only will Daniel Craig be enjoying a cold one on screen, he’ll be starring in an ad for Heineken, which is a step up from those Alex Pettyfer ads that run nonstop.

We should hope it’s safe to assume that Bond will also sneak in one of his trademark shaken vodka martinis for the film, but as for now, this is quite a significant reach for placement on the franchise’s part. Heineken has been partnered with the James Bond franchise since the Brosnan days, but to potentially compromise one of the character’s most famous trademarks feels like an inorganic, bureaucratic move, yet on the other hand, have you ever noticed in movies how someone will just order “a beer” and not a specific one? All due respect, James Bond has a shitty taste in beer, apparently. I penned him as more of a Guinness or Amstel Light man, but to hell with it. We all know we’ll be there to see this, no matter how many generic messages you can only see with special sunglasses appear on screen.

Sources: The Australian, Advertising Age