It’s been a long, shaken-not-stirred run, but according to AdAge, James Bond will be enjoying an ice cold Heineken “at least in one scene.” Skyfall is part of a larger marketing campaign by the booze brand, but there’s a question of whether this changes Bond’s image.

But why should it? Bond is the prototypical man’s man. The new slightly-more-Bourne-like era of action where Daniel Craig has taken the reigns has done more to change the character than a simple sip will.

Now, if they start having him introduce himself first name first, that would be a real travesty.