James Bond will drink Heineken, rather than a martini, in the newest Bond film, Skyfall.
Despite the fact that "Heineken - a pint thereof" does not roll off the tongue quite as easily as "martini - shaken not stirred", the iconic secret agent will change his favourite beverage for the benefit of product placement.
The new film is set to break records for featured advertising, by making £28m worth of deals with companies to feature their products.
James Bond is no stranger to product placement. Throughout the last 22 films, the many incarnations of Bond have happily waved so many products at the viewer that the phenomenon borders on the farcical.
IB Times UK takes a look at some of the worst examples: