Vodka is set for a likely sales boost after receiving the endorsement of hard-drinking high priest of cool James Bond, according to a study published Tuesday.
The British spy is preparing for his 24th silver-screen outing next month with the release of "Spectre", but it appears that the 007 agent has another type of spirit on his mind.
The iconic character has increasingly been knocking back the hard stuff, with latest incarnation Daniel Craig judged by far the booziest Bond.
He has drunk an average of 20 units of alcohol per film since his debut in 2006's Casino Royale, according to a study by British food and drink trade magazine The Grocer.
That compares with an average 12 units for Pierce Brosnan, 11 units for Sean Connery and just four or five units per film for Timothy Dalton.
The study even linked rising gin sales to a tie-up with the world's most powerful film franchise.
"It's no coincidence that gin's revival began around about the time Craig first came bounding out of the sea in those too-tight trolleys (swimming trunks) in 'Casino Royale'," it said.
"In that film Bond did away with his usual Vodka Martini and knocked back three Vesper Martinis (gin, vodka, vermouth) instead. In the following 'Quantum of Solace' he chewed through another six.
"Craig helped make gin cool again," it said.
But Craig himself said in an interview with Esquire magazine that he did not approve of his character's hard-partying lifestyle, saying there was "a great sadness" in Bond.
007 is "lonely" and beds beautiful women who end up leaving him, Craig said. "As a man gets older it’s not a good look."
Spectre will be Craig's fourth performance and will feature Django Unchained actor Christoph Waltz as his arch rival.
It is scheduled for worldwide release on November 6.
An offbeat study published by the British Medical Journal (BMJ) in December 2013 analysed Bond's drinking habits, as described in the original Ian Fleming novels.
On the days when he was neither incarcerated nor in hospital, 007 glugged down an average 92 units of alcohol a week -- four times the recommended amount.
"James Bond's level of alcohol intake puts him at high risk of multiple alcohol-related diseases and an early death," the tongue-in-cheek investigation said.
It added sardonically: "James Bond was unlikely to be able to stir his drinks, even if he would have wanted to, because of likely alcohol-induced tremor."
AFP
Wed Sep 23 2015
He has drunk an average of 20 units of alcohol per film since his debut in 2006's Casino Royale, according to a study by The Grocer.
LIMA '25 pada 20-24 Mei 2025, ketengah kepentingan pemain industri
Timbalan Menteri Pertahanan Adly Zahari berkata LIMA '25 di pulau peranginan Langkawi, Kedah itu bertemakan Innovate Today, Thrive Tomorrow.
Najib diberi peluang jelaskan mengenai dokumen 1MDB ketika disoal siasat - Pegawai SPRM
Mahkamah Tinggi diberitahu bahawa Najib diberi peluang untuk menjelaskan secara terperinci mengenai dokumen berkaitan 1MDB, ketika disoal siasat.
Pantau Agenda Reformasi: Penstrukturan akaun & pengenalan akaun 3 KWSP
Ikuti kupasan penganalisis ekonomi Pusat Pengajian Siswazah Perniagaan, Universiti Tun Abdul Razak (UNIRAZAK), Prof. Emeritus Barjoyai Bardai mengenai penstrukturan akaun KWSP & pengenalan akaun 3.
Pihak dikaitkan dalam laporan berkaitan lesen kasino perlu ambil tindakan - PM Anwar
Laporan yang memetik satu sumber itu berkata perbincangan mengenai pemberian lesen itu masih di peringkat awal.
Freedom Flotilla to Gaza: 'Berhadapan tekanan Israel, FCC tiada istilah putus asa'
Pemeriksaan kapal penumpang, Akdeniz (Mediterranean) yang terlibat dalam misi Break The Siege Freedom Flotilla to Gaza dilaporkan sedang berjalan.
Niaga AWANI: Airasia Group bakal disenaraikan di Bursa Malaysia pada September - Tony Fernandes
AirAsia Group Sdn Bhd (AAG) bakal disenaraikan di Bursa Malaysia pada September, mengambil alih status penyenaraian AirAsia X Bhd, kata Ketua Pegawai Eksekutif Capital A Bhd Tan Sri Tony Fernandes.fernandes, bursa Malaysia.
#NiagaAWANI
#NiagaAWANI
Niaga AWANI: Bekas CEO 7-Eleven, Hishammudin Hasan dilantik terajui Al-Ikhsan
Al-Ikhsan Sports Sdn Bhd, firma swasta dengan 35% pegangan milik
Ekuiti Nasional Bhd (Ekuinas) telah melantik Datuk Hishammudin Hasan sebagai ketua pegawai eksekutif (CEO) baharunya berkuat kuasa 17 April 2024.
#NiagaAWANI
Ekuiti Nasional Bhd (Ekuinas) telah melantik Datuk Hishammudin Hasan sebagai ketua pegawai eksekutif (CEO) baharunya berkuat kuasa 17 April 2024.
#NiagaAWANI
Niaga AWANI: MOT, KHAZANAH, MAG perlu perkukuh tadbir urus MAB
Jelas Perdana Menteri, pengurusan syarikat penerbangan yang baik juga akan memberi manfaat kepada kakitangan melalui gaji yang setimpal dengan perkhidmatan mereka.
#NiagaAWANI
#NiagaAWANI
Niaga AWANI: Vincent Tan tak terbabit rundingan lesen kasino Forest City
Berjaya Corp Bhd (BCorp) menafikan laporan yang mengaitkan Pengasasnya, Tan Sri Vincent Tan terbabit dalam rundingan berkaitan lesen kasino di Forest City, Johor.
#NiagaAWANI
#NiagaAWANI
Niaga AWANI: Kadar antara bank jangka pendek ditutup kukuh susulan operasi BNM
Kadar antara bank jangka pendek ditutup kukuh pada Jumaat susulan operasi Bank Negara Malaysia (BNM) menyerap lebihan mudah tunai daripada sistem kewangan.
#NiagaAWANI
#NiagaAWANI
Gadis Bond 007 Honor Blackman meninggal dunia
Bintang filem yang pernah memegang watak gadis Bond dalam Goldfinger pada tahun 1964 itu meninggal dunia pada usia 94 tahun.
Billie Eilish terharu diberi penghormatan cipta lagu tema James Bond
Menurut penerbit filem Bond menerusi akaun Twitter rasmi @007, Eilish mengikuti jejak langkah Adele, Madonna, dan Paul McCartney untuk tugasan itu.
Gadis Bond dari filem 'Thunderball' Claudine Auger meninggal dunia
Claudine Auger, gadis Bond Perancis pertama meninggal dunia pada usia 78 tahun di kediamannya di Paris, pada Khamis.
Daniel Craig alami kecederaan, penggambaran Bond 25 terpaksa ditangguh
Pengambaran filem terbaharu James Bond, Bond 25 terpaksa ditangguhkan apabila pelakon utama filem tersebut, Daniel Craig dikhabarkan mengalami kecederaan.
James Bond: Tiada versi kulit hitam, wanita mungkin - Idris Elba
Adakah anda berminat untuk melihat watak Bond bukan lelaki? Ia mungkin wanita kulit hitam atau putih?
David Beckham nafi khabar bakal berlakon dalam filem James Bond
David Beckham menafikan khabar angin bakal membintangi filem baharu James Bond sebagai ejen 007.