Dutch brewing group Heineken is planning a major push in the US this year – using Martini-drinking British secret service agent James Bond, according to advertising industry magazine Adage.

The Bond campaign coincides with autumn release of the newest film in the franchise, Skyfall the magazine says, and Bond star Daniel Craig will star in a Heineken ad by Amsterdam ad agency Wieden & Kennedy.
In addition, in the film itself, ‘Bond will swap his trademark martini for a sip of the brew – at least in one scene’ Adage says.
Bond ‘is a perfect fit for us,’ Lesya Lysyj, Heineken USA’s chief marketing officer told the magazine. He is the ‘epitome of the man of the world,’ referring to the name of the brand’s global campaign, she told Adage in an interview.