So, Bond has ditched his Martini for a bottle of Heineken in Skyfall, which is in cinemas from next Friday.
Not that there is anything wrong with Heineken, but it does lack the sophistication of a Martini, and means the end of the famous ‘shaken not stirred’ line.
Product placement is definitely on the rise in Bond films, from drinks to cars to watches, as well as multiple other marketing links.