Daniel Craig Defends 'Skyfall' Heineken Sponsorship: 'The Movie Cost A Lot Of Money To Make'

Moviefone  |  By Posted: 04/16/2012 4:58 pm Updated: 04/17/2012 10:27 am

Daniel Craig has defended James Bond's new partnership with Dutch beer company Heineken (reportedly worth $45 million), calling it “an unfortunate” but necessary part of making a movie on the scale of "Skyfall."

Taking a break from the set where the 23rd Bond film is currently in production, the actor explained, "We have relationships with a number of companies so that we can make this movie. The simple fact is that, without them, we couldn’t do it. It’s unfortunate but that’s how it is. He added that "This movie costs a lot of money to make, it costs as nearly as much again if not more to promote, so we go where we can. The great thing is that Bond is a drinker, he always has been, it’s part of who he is, rightly or wrongly, you can make your own judgement about it, having a beer is no bad thing, in the movie it just happens to be Heineken.

Craig, who has been known to keep very quiet when journalists are about, was in laid-back, expansive form during the interview, going so far as to happily claim credit for recruiting Oscar winner Sam Mendes to direct "Skyfall."

“I didn’t realise you weren’t supposed to go up to people and just ask them. I was in a social situation with Sam, started chatting to him, and it just came to me in a flash. I said, ‘It’s not my place to do this but would you be interested?’ I got on the phone to (producers) Barbara Broccoli and Michael Wilson that night. So he came to see them, they really got on and it snowballed from there."

At this point, it appears Craig's instincts were right regarding Mendes, praising Sam for his thoroughness.

“It’s really been great for me because he takes a care of the lot of stuff that I would worry about normally on a film set."

Right now, Craig is looking as fit as you’d expect -- the understated ensemble of white shirt and grey lambswool jumper he wore during the discussion did little to disguise a surprisingly barrel-shaped chest. Yes, he may only be acting the role of a special agent, but you wouldn’t mess with him. And while Craig is the first to say he’s not doing this on his own –- “I’m standing with a whole bunch of incredibly talented, committed people, without them you don’t exist” –- it’s clear he takes his part seriously, as he outlined the routine that has been his daily lot since they started shooting:

“We’re here about seven in the morning, start work at eight, work until about 8:30 p.m., then I go to the gym for 40 minutes in the evening, and then I go home to bed.”

And how does Daniel Craig feel after all that?

"F----d."

"Skyfall" hits theaters November 9

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Daniel Craig has defended James Bond's new partnership with Dutch beer company Heineken (reportedly worth $45 million), calling it “an unfortunate” but necessary part of making a movie on the scal...
Daniel Craig has defended James Bond's new partnership with Dutch beer company Heineken (reportedly worth $45 million), calling it “an unfortunate” but necessary part of making a movie on the scal...
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11:22 PM on 04/17/2012
I remember when Bond did the first showing of the BMW Z3. Well played sir. Heiniken, er, ah, kinda sucks although I hear it is better in holland.
ElCojonuo
I believe in WISDOM
10:36 PM on 04/17/2012
There's only ONE Bond and his name is CONNERY .
All the ones that have followed have been clowns and impostors.
This guy is the worst of them all, he's got the personality of a Clam.
03:31 PM on 04/18/2012
So true regarding Sean Connery... the one, the only James Bond. Craig lost me when he decided to get into it with the Kardashians... how low can you go, danny? In this article he just comes across as a legend in his own mind...
04:20 PM on 04/17/2012
Listen dahlings, it's James Bond, er, Daniel Craig, and it's just a beer. Not Joan Crawford getting up close and personal with a Pepsi.
02:18 PM on 04/17/2012
I'll take Daniel Craig drinking a Heineken, martini, champagne, milk, cola, water, you-name-it. He'll make it all look good.
01:56 PM on 04/17/2012
I really wanted to and thought I was going to like him in Casino Royale but he's become way to mean (like looking like a Nazi or an old KGB agent) and he's not even close to being in the same league when it comes to the kind of class Sean Connery brought to the part. If he doesn't want to be 007 then be 009.
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beanbrain
God bless the USA
01:54 PM on 04/17/2012
no one will EVER replace SEAN CONNERY, as james bond, all of them are horrible.... sean connery IS james bond......
ElCojonuo
I believe in WISDOM
10:38 PM on 04/17/2012
F' IN A !!!!!!
01:45 PM on 04/17/2012
Very smart move. Let the MARTINI people complete for the FREE advert. they were getting over the years.
01:45 PM on 04/17/2012
Best franchise ever! Craig is great. My eyes are glued to his face with every word he speaks. He's totally believable in the role, and you can't miss the fact that he works at playing the part to perfection. Every actor has brought something to the part, and Craig immerses you in the character, and makes you feel that you're watching an MI:6 agent in action. When he's confronted, you always know it's going to be kick-ass (albeit getting his balls thrashed was a bit unsettling)! Heineken is a great beer, and its terrific on the go. While he's drinking, Bond can shake the bottle for a quick diversion, or smash the bottle and use it as a makeshift weapon. Daniel Craig and this movie have so much going for them. Oh, and Javier Bardem as the villain?! You know its going to get very nasty.
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TimFredrickson
Klaatu Barada Nikto
01:45 PM on 04/17/2012
This just isn't the James Bond I grew up with. I knew they were in trouble when they went from a Rolex watch for Mr. Bond to an Omega. What's next a Tag Heuer for goodness sakes?
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R Harvey
01:44 PM on 04/17/2012
He just isn't James Bond maybe he should also give up the bond girls too
01:43 PM on 04/17/2012
Despite some of the comments below me I've actually always viewed Daniel Craig to be the best Bond so far. Connery was a hairy old man who could never realistically be a secret agent while Craig is young, fit, and just has that 007 look. Plus, he doesn't have that disgusting lisp that Connery had as well.
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HUFFPOST COMMUNITY MODERATOR
ConfuciusSay-
Aglets: their purpose is sinister.
02:09 PM on 04/17/2012
Compare the 1962 Connery to Craig. Both men bring something to the role, no?
03:37 PM on 04/18/2012
Don't be asking for a reasonable answer here - you're setting yourself up for disappointment!

Connery was 32 when he played Bond in 1962. Craig is in his mid 40s. Connery didn't have a lisp in his younger days - sam has obviously done no comparison - just talking out of the..... hat... so to speak.
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cclawnj
01:39 PM on 04/17/2012
They couldn't get say, a gin maker to sponsor a product placement?
01:37 PM on 04/17/2012
The movie must suck if they have to place ads in the film.
01:36 PM on 04/17/2012
Thank goodness Odouls is not involved
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alsaxe
01:38 PM on 04/17/2012
now that's funny...