Alcohol has always been a mainstay of any Bond film but where there is always room for more product placement (Welcome Heineken), theres also room for more selectivity. With the likes of GQ magazine giving up inestimable column space to haughty hootch, Bonds characteristic fashion sense will undoubtedly continue to follow suit. Alcopops did to drinking what cheap Japanese watches did to the Swiss Watch industry. They buried it in anachronism and bid it never rear its delectable head ever again. Bonds fashion, however, mimics the times and drinking is most definitely returning to style. The future of Bonds drinking isnt certain by any means but in this age of shock and awe tactics, trying to emulate in any small way his dipsomaniacal literary counterpart drink for drink will undoubtedly cause controversy - he imbibes every seven pages in the book and controversy brings cash!