You may have already heard the uproar over the Heineken that James Bond is supposedly drinking in the movie Skyfall. The feedback has been very negative and you might be wondering why is that?
Well, it's simple. Martinis is James Bond.
Picture it like this. Take away Indiana Jones's whip. Take away Darth Vader's cape. Would those characters remain the same with those articles missing? Maybe, but they wouldn't feel the same. That's what the uproar is about. James Bond and the martini have a symbiotic relationship akin to Indiana Jones and his whip. It is what defines the character and what he is.
What does James Bond represent? Class, sophistication, suave, cool, and just a gentleman. Martinis are usually connected with higher class gentlemen or more mature men. James Bond is that sophisticated spy that women want and men want to become. Take that away and you take away a slice of what makes Bond who he is. It's more than just his favorite drink or franchise signature. It is a part of his personality.
Could he still drink martinis in Skyfall? Sure. But the rebellion over this decision isn't so out of whack as you might think.