Is nothing sacred any more? James Bond's iconic Martini is set to be sponsored by vodka brand Belvedere in the upcoming Spectre film.
Fans of the series were slightly miffed when 007 turned up in Skyfall with a bottle of Heineken - logo facing camera - but it remains to be seen what their reaction will be to a case of "sponsored, not stirred" in the next edition.
On the deal, a Sony spokesperson said: "James Bond’s cool attitude and stylish sophistication have always gone hand-in-hand with his choice of vodka martini."
Heineken were reported to have paid around £30m for the deal in the last film although the amount paid by Belvedere for the film coming out next November has not yet been announced.