Heineken over martini? Is nothing sacred? 007 ditching the martini "shaken, not stirred" for a Heineken -- say it isn't so!

Actor Daniel Craig, who plays James Bond in the film, has come forward to defend a sponsorship decision which will see James Bond drink beer rather than his signature martini.

The latest Bond film, "Skyfall," signed a deal with the beer company Heineken for $45 million to have the brand in the movie.

It's called "placement advertising," and folks, like it or not, it's here to stay!

Fans of James Bond were "shaken and stirred" when it was revealed that the sexy spy would swig a Heineken instead of his normal martini in the upcoming film "Skyfall." Now Daniel Craig is coming to the defense of the move while explaining product placements are an "unfortunate" reality.

Craig told The Huffington Post;

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."

The release of the movie, which marks 50 years of the film franchise and will open in the U.S. in November, is also set to coincide with a global advertising initiative that will star the actor.

The film also stars heavy hitters Judi Dench and Javier Bardem.

Craig will appear in a television ad campaign, while his image will be printed on limited-edition bottles, to go on sale ahead of the film's opening.

This doesn't change my views on the James Bond films, I just love the films themselves. It is something that I cherish from my childhood. So what if James Bond drinks a beer instead -- he is "Bond, James Bond," you know.

Watch the trailer for James Bond: Skyfall