April 3, 2012 at 3:02 PM ET
Advertising Age is reporting that in the upcoming film “Skyfall” -- the 23rd installment of the series due out in November -- Bond drinks Heineken in at least one scene instead of his usual martini.
Cue Dennis Hopper voice: “Heineken??!!” (Oh and that link contains movie quotes some people may find objectionable.)
Bond "is a perfect fit for us," said Lesya Lysyj, chief marketing officer of U.S. importer Heineken USA, who outlined the 2012 advertising plans in an interview. He is the "epitome of the man of the world," referring to the name of the brand's global campaign.
The campaign will be part of a larger strategy for its other brands including Newcastle Brown Ale and Amstel light.
Heineken is the second most popular imported beer in the United States. Corona is first.