James Bond Drinks Beer

"P.B.R. me. A.S.A.P."

Say what?
Yep... it looks like ole Jimmy's gonna be a beer drinker in the new "re-imagining" of the 007 movie, Casino Royale. Sony has inked a huge deal, showcasing Heineken in the upcoming flick.

Other than ginormous piles of cash, I'm not sure what's behind this. Are they trying to make Bond more relatable to me, the common guy? Sure, I drink beer... more often than I drink martinis, for sure... but James Bond's not supposed to be like me. He's supposed to be better and cooler than me.

What's next? James Bond lying naked, slowly rocking, in the fetal position in his empty bathtub until football starts on Sunday afternoon?
Not that I do that, of course.
Every weekend.