London, Apr 18 (ANI): Daniel Craig has come forward to defend a sponsorship decision which will see James Bond drink beer rather than his usual shaken, not stirred, Martini.
The makers of latest bond flick 'Skyfall' have signed a deal with Dutch beer company Heineken for 45 million dollars.
The actor has dubbed it as an 'unfortunate' but necessary financial move.
We have relationships with a number of companies so that we can make this movie, the Daily Mail quoted him as telling website Movie Fone.
The simple fact is that, without them, we couldn't do it. It's unfortunate but that's how it is.
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.
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, he said.
The release of the movie, which marks 50 years of the film franchise and will open in the U.S. in November, is also set to coincide with a global advertising initiative that will star the actor.
Craig will appear in a television ad campaign, while his image will be printed on limited-edition bottles, to go on sale ahead of the film's opening.
Skyfall director Sam Mendes will even consult on the direction of the television spot.
Fans of the Bond film franchise turned to Twitter to express their anger at the marketing collaboration earlier this month.
One user, @SipsmithSam wrote: Well if this isn't the most maddening piece of news I've heard in a while. Ian Fleming would be turning in his grave.'
Heineken over Martini? Is nothing sacred? 007 ditching the martini 'shaken, not stirred' for a Heineken, @Engekiman added.
Ad far as Heineken USA is concerned, however, the Skyfall partnership promises to be a huge success.
[James Bond] is a perfect fit for us. [He is] the epitome of the man of the world, Lesya Lysyj, Chief marketing officer told Ad Age.
Though the Dutch brew is the second largest beer import in the U.S., it seems its brand presence is relatively low. The company hopes this marketing initiative will change that though.
When we talked to consumers we found out they don't actually really know a lot about us, Lysyj explained.
The combination of the substance and style is going to be really powerful, Lysyj added. (ANI)