James Bond Replacing Martinis With...Heineken?!

Reports say the Dutch brew will sponsor—and be featured in—Skyfall, the next installment of the franchise

Beer: A man's drink. Even a man like James Bond.

Ad Age reports that Daniel Craig's character will ditch the martinis and instead pound imbibe a Heineken for a new campaign, starting with an ad for Craig's upcoming film Skyfall.

The spot will run globally by brand agency-of-record Wieden & Kennedy, Amsterdam, and directed by Fredrik Bond with Skyfall director Sam Mendes serving as a creative consultant.

And yes, Bond will even opt for a Heiny instead of a cocktail in the movie. Now that's loyalty.

Bond "is a perfect fit for us," Lesya Lysyj, chief marketing officer of U.S. importer Heineken USA, said. He is the "epitome of the man of the world," referring to the name of the brand's global campaign.

Aside from chugging some brew, Daniel Craig James Bond was reportedly invited by Queen Elizabeth II to shoot an introduction for the London 2012 Summer Olympic Games opening ceremony.

The Arrival will feature Craig in character arriving at Buckingham Palace to get his instructions before being taken by helicopter to the Olympic Stadium in Stratford, East London, where he will parachute into the arena.

Think he'll need a beer after that?