Licence to Swill: James Bond's drinking habits exposed

Posted by ap507 at Dec 22, 2014 11:56 AM |
Resident 007 expert Professor James Chapman explains the significance of Bond’s return to vodka martinis in new movie Spectre

News that James Bond will be back on the premium vodka in Spectre, the latest film in the franchise due to hit cinemas in November 2015, will be welcomed by fans according to Professor James Chapman (pictured) from the Department of the History of Art and Film, in-house expert on all things 007.

Belvedere, a luxury Polish vodka brand, has signed a lucrative partnership deal to appear in the upcoming 24th Bond film and Professor Chapman explains why brand is so important when it comes to Bond.

He said: “James Bond has always been associated with high-end consumer goods, especially when it comes to food and drink. Ian Fleming's books are replete with references to brand names. These served two purposes. In the social context of post-war Britain - the first Bond novel Casino Royale was published in 1953 - the prominence of brand-name products was a sign of the shift from wartime austerity to post-war affluence. And Bond's expensive tastes reflected a fantasy world in which access to consumer products went hand in hand with his sexual prowess.”

It’s no secret that Bond’s drinking habits have always been a central aspect of the James Bond lifestyle. The vodka martini became Bond’s drink of choice in the James Bond movies – beginning with Dr No in 1962 when Sean Connery's Bond is first seen drinking a “medium dry vodka martini" with a slice of lemon peel.

“In Skyfall (2012), the fiftieth-anniversary Bond movie, 007 was controversially seen drinking Heineken in preference to his usual martini. The news that Bond will once again be drinking premium vodka in the forthcoming film Spectre will be welcomed by all Bond fans as a return to the true 007.”

Spectre is due to be released on 6 November 2015.