I never have more than one drink before dinner. But I do like that one to be large and very strong and very cold, and very well made. I hate small portions of anything, particularly when they taste bad.”
Casino Royale by Ian Fleming, 1954
“We are delighted to announce that when it comes to his martini, Mr Bond Knows The Difference” says Charles Gibb, President of Belvedere Vodka.
First created in 1993 when the taboos and trade boundaries of Cold War Russian vodka were lifting (and 007 was of course about to enter into an officially sanctioned marriage with Smirnoff – his and the Bond image’s on/off vodka of choice since 1962’s Dr. No), Belvedere Vodka has hit the ground running in its two decades tenure. Generating a new standard and thinking around vodka and its side industries and variants, Belvedere has quickly established itself as a bespoke vodka striving for excellence and distinctive character. Made in Poland from Dankowskie Rye and blended with water, Belvedere’s taste profile is a must for premium restaurants, eateries, bars, hotels and clubs. And now Bond fan gatherings, birthday lists and – yes, I asked – bachelor party libations.
In total, James Bond orders 19 vodka martinis and 16 gin martinis in Fleming’s work.
But as much as this is a cracking marketing angle for both Bond and Belvedere, there is more to this new relationship than sheer profile. Belvedere’s chief of mixology Claire Smith is ‘the first lady of vodka’. At a private demonstration of Belvedere and vodka martinis in an equally private Armed Forces private members club in London (and one with its own Ian Fleming links, of course), Smith proves not only her passion for vodka – and of course Belvedere’s new relationship with 007 – but that she wants the revival of the vodka martini to continue. According to Smith there is a momentum of interest in vodka martinis (no doubt revived by 2006’s Casino Royale and its presentation of the Vesper cocktail). People are wanting to know more from their barman, they are wanting to get that martini and their drinks right just for them. Like our evolving food tastes and knowledge, we are all wanting to know what is in our drinks. We are also moving away from that 1970s and 1980s menu of cocktails and spirits (there was no Babycham at the bar of this particular club).
This new promotional pairing between SPECTRE and Belvedere is also about democratising the vodka martini – forever a perceived requisite of out-of-reach high-end establishments or disappointingly bad office party Bond nights with some bloke in a corner mixing drinks like Tom Cruise in Cocktail . Treated by bar consultancy and drinks wizard Joe Stokoe to three stunningly realised standards – a Dry Martini (stirred, not shaken), a Wet Martini and a Reverse Vesper – I was instantly able to discern the differences created by preparation and experience. My preference would be the Reverse Vesper (1 part Vermouth, 1 part Tanqueray and 3 part Belvedere vodka). A twist on the iconic Vesper (which is not necessarily the onscreen vodka martini Bond has always had), this Belvedere imbued cocktail was a saucy strapless dress of a glass – attention grabbing but refined with a whisper of Lillet and lemon rind.
“One medium dry vodka martini mixed like you said sir, but not stirred”
Dr. No, 1962
Claire Smith’s engaging and easy passion for mixing, presenting and augmenting vodka is all about creating “a dialogue” between the consumer and bartender. Smith spends time opening up the consumer’s confidence. She wants us to build relationships with our barman. How many of us have wanted to be James Bond and take our place at the bar with that just arrived poise only to fall at the first hurdle – confidence. One of the mainstays of Belvedere and tenets of Smith’s approach is to arm the consumer with the realisation that there are no rules. Bond’s own iconic shaken, not stirred vodka martini is itself an alleged faux-pas of ingredient-bashing excess. Some gin and martini scholars would have you believe stirring and not shaking is the end goal – that shaking can excessively aerate the core components. But Smith and Stokoe are quick to encourage “there are no rules”. What is one person’s martini foible at the end of the working day is another’s starting pistol or refreshing interlude before dinner. Know Your Martini is a recent mantra of Belvedere Vodka and one that equally applies to its marriage with Eon Productions and James Bond. The renowned vodka house wants more than just a fiscally beneficial union. “Vodka is so often overlooked as being neutral, anonymous. And vodka is so much more dynamic than that.” notes Smith. “The future of bar-tending lies in trying to find elegance and beauty and simplicity and making that compelling for the consumer to really get involved with. That’s really what I’m interested in.” Belvedere teaming up with Bond is more than commercialism. It makes bespoke, aesthetic sense.
Of course the panic-peddlers and naysayers will all have their headlines primed about 007 selling out and movie producers taking product placement too far. The Heineken usage in 2012’s Skyfall was scorned by easy headline makers, but when a secret agent is in a backpackers beach bar in Turkey I am kind of assuming ordering a “vodka martini, shaken not stirred” is not quite going to cut it as much as a cold beer. It is worth noting too that Ian Fleming himself would drop in names and products – because they were part of his world and hence 007’s, but also because there is an immediacy and westernised reality about labels. Our homes and daily technology are bound by labels and familiar monikers. Why should 007 the character be exempt from that? And why should 007 the film franchise not seek out and align itself with the finer leanings of a house like Belvedere? Belvedere join a rich array of Bond beverage “co-stars” including Bollinger, Absolut Vodka, Smirnoff, Macallan and Finlandia.
Head of Belvedere Charles Gibb is a quietly proud man right now. “It’s the size and scale of everything that is James Bond” – he notes – “This union is unique because an integral part of our brand and Bond’s character meet in this wonderful intersection called the Martini. The fact that Ian Fleming and Bond are credited with re-energising the building of what is today the modern-day Martini – and the vodka martini – I think that’s a very unique partnership, you don’t often find something with such a unique crossroads.”
And there is no fear of this business fit not finding the same enthusiasm and knowledge within the Bond family camp. “They certainly know their history of vodka“, remarks Gibb. “They certainly know their history of the martini. And they certainly know their way around a vodka bottle”.
Gibbs continues – “the thing for me is we’re going to create our own advertising around it. What that looks like, how that looks is at the moment probably subject to another discussion“. Of course Gibbs, EON and Belvedere are being tight-lipped about just how their vodka will be incorporated into SPECTRE and maybe beyond (I tried to ask of the long term relationship, but ex-Army officer Gibbs is not going to spill this particular bottle of insight and, to be fair, 007 and Belvedere are merely at hand-holding first base right now).
Belvedere will produce two custom-made, limited edition bottles to celebrate Bond’s shaken, not stirred vodka martini and this new partnership with SPECTRE. A 007 twist has been added to Belvedere’s quite beautiful Silver Sabre bottles (they have their own light switch and vague hints of snow-globe flakes inside – I know, right!). The famous Belvedere Palace blue bottles and emblem will be replaced by that of MI6’s Vauxhall headquarters and in February 2015 a marketing campaign will launch with a focus on “on-premise establishments and retail stores” across the globe. Dwight Caines, Theatrical Marketing for Sony Pictures says, “James Bond’s cool attitude and stylish sophistication have always gone hand in hand with his choice of vodka martini. Belvedere is a perfect match“.
To officially launch Bond’s new bond with Belvedere, a “smart and chic” party was held at Covent Garden’s Bond In Motion exhibition in December 2014. With Charles Gibbs, the CEO of Moët Hennessy Christophe Navarre in attendance (Belvedere is part of the LVMH group – Louis Vuitton Moët Hennessy), representatives from EON Productions and more in attendance the night was a slick and charming way of toasting 007’s newest marriage to the Polish house of vodka. The music decks were manned by one Tinie Tempah and the likes of Douglas Booth, Pixie Geldof, Kim Hersov, Lily Cole and this Bond fan lent some star appeal to proceedings (I didn’t lend star appeal at all, despite sporting a suit in DB5 silver).
Joe Stokoe was also on hand again to keep an eye on three martini bars spread amidst Bond’s car heritage, and various plinth-proud bottles of Bond vodka stood tall. Each bar had a theme – Wet/Dry, Shaken/Stirred and Reverse Vesper. Glimpsed was a new SPECTRE edition of Belvedere as well as the rarest of the rare – edition number ‘007’ of Belvedere’s Palace bottle. In true Elliot Carver launch style, Gibbs and Christophe Navarre unveiled the bespoke bottle just as Tempah filled the room with Kanye West’s Diamonds Are Forever (Diamonds From Sierra Leone).
Though one SPECTRE vehicle was sadly absent from Bond In Motion on the night. Resigned to the cloakroom for probable safety where it was surrounded by coats and satchels, SPECTRE and Blofeld’s Bath-o-Sub from Diamonds Are Forever was kept out of harm’s way and sadly didn’t get to see just how the new SPECTRE agents conduct themselves. Quite right too.
For more photos of the launch night and more go to Catching Bullets on Facebook.
With special thanks to Belvedere Vodka, Charles Gibb, Claire Smith, Remmert Van Braam, Joe Stokoe, EON Productions, Sony Pictures Entertainment and the Mission team.
“He seems fit enough. Have him report to me in Istanbul in 24 hours…”
Rosa Klebb, From Russia With Love, 1963
10th October 2013 marks the fiftieth anniversary of Eon Productions From Russia With Love. A favourite of both CATCHING BULLETS and even John F Kennedy (who boosted sales by declaring it was his favourite book) this was the first Bond film with a pre-title sequence, the first overture of a title sequence within the film itself, the first Bond film to go to Europe, the first full score by John Barry and the first film to prove that James Bond can indeed return. It is a clear favourite with the Bond producers Eon Productions and always a film that those responsible came back to when discussing how they got it right.
“I’m not mad about his tailor, are you?”
Read more about From Russia With Love in CATCHING BULLETS.
Sam Mendes returning to the Bond fold is great news. Not because Skyfall was the most successful Bond movie, the most successful British movie ever, won two Oscars and a few high profile gongs. It is not even because it was the first Bond movie for a while to become a cultural event, a film whose momentum and qualities both shook and stirred the public’s consciousness and stoked the anticipation for what James does next in a way possibly not seen since the 1960s. No, Sam Mendes returning to direct Bond 24 is great news as the Bond series is in a new golden age of confidence and impetus. With 2012’s fiftieth anniversary bench-marker Skyfall pulling all sorts of clever doves out of Baron Samedi’s top hat, the pressure is naturally there for all involved to find a new hat to pull some tricks from.
Can lightning be trapped in an empty Bollinger bottle twice? Of course it can. 007 producers Eon Productions have a whole cellar full of lightning bottles. But I doubt Bond 24 will be Skyfall Too – Back to the Chapel. It will no doubt take its predecessor’s baton and sprint with it like a gym-fit Daniel Craig. Yet it will be a totally different kettle of SPECTRE piranhas. Heck, there may even be some SPECTRE piranhas in there. And a submersible Prius. With Union Jack airbags. Maybe not.
Yet it won’t retread. We are in era of Bond directors with firm creative signatures of their own. Mendes’ tends towards films exploring what circumstances and the wider facets of society does to people. Respectively American Beauty, Road To Perdition, Revolutionary Road and Skyfall are a turn of the century classic, an ode to gangsterdom, a bitter stab at suburban nirvana and a home-soil vendetta. They are Sam Mendes looking at what wider circumstances, societal structures and defence mechanisms do to the common man. Javier Bardem’s Raoul Silva (Skyfall) is no different to Kevin Spacey’s Lester Burnham (American Beauty). Both have been chewed up and spat out by life. And both allow Mendes to have fun with how they stick up two fingers to the world. Likewise Jake Gyllenhaal in Jarhead and Away We Go’s Maya Rudolph and John Krasinski are striving to not let the same happen to them. There are lot of roads to perdition in Sam Mendes work. There is no reason to question why a new facet of Bond will not be explored, another internal scar creating external damage laid bare. That is the world of Fleming. And that is the DNA of Bond onscreen.
But along Mendes’ story paths there is a playfulness and wit. Lester Burnham’s breakdown is a lush descent into suburban anarchy and Away We Go is a fun road movie peppered with non-centric eccentrics. Mendes is currently executive producing Penny Dreadful under the auspices of his own creative company Neal Street Productions (Call The Midwife and The Hollow Crown – which of course saw Skyfall’s Ben Wishaw recently scoop the Best Actor BAFTA). Written by Skyfall and Bond 24’s John Logan, Penny Dreadful is a London Victorian re-imagining of the origins of classic horror creations such as Dracula and Frankenstein. A co-production with Showtime, the series is due to bite TV screens in 2014. This sort of baroque villainy has already shown its own teeth (literally) in Skyfall and could well flick a different villainous cape in Bond 24. With John Logan in the writing seat alongside Mendes, the end result of their 2012 ‘act one’ was a carefully arched Bond film marked by rich exchanges pushing the story forward through dialogue, character wit and drives (Bond and Severine, Bond and Silva, Bond and M, Bond and Q, Bond and Kincade, Bond and Moneypenny). The creative impulse to let the characters steer the story was a welcome one and wholly succeeded. Expect more of the same come the Fall of 2015. Skyfall ended with the orphan James Bond presented with a new family. Ben Wishaw’s Q is suggesting he will be back, as might Naomie Harris as Moneypenny and Ralph Fiennes as the new M. But what about the bureaucratic Clair Dowar MP (Helen McCrory – whose real life husband and possible ‘next Bond’ candidate Damian Lewis is currently shooting Eon’s new co-production, The Silent Storm) and Rory Kinnear’s much-liked ally Tanner? And of course we may well see more familiar keynotes of Bond re-dressed for 2015.
Mendes clearly relished his time working with Eon Productions, Barbara Broccoli and Michael G Wilson. It is a team-led ‘family’ operation with working relationships and continuity much valued linchpins. Throughout the 1980s, director John Glen helmed all five successive Bond movies with great results, creating new fans in new generations and blasting the lazy detractors of that era’s output with aplomb (see this writer’s Catching Bullets – Memoirs of a Bond Fan). Sam Mendes will have already done the same. As part of a maybe three-act regeneration of Bond, Skyfall certainly has re-pointed the character for its guardians and its audiences new and old. The twenty-second Bond film relished the heritage of 007. My hunch is that Bond 24 will move forward from that. Or aside. The history of the films will not be sidelined. The much touted ‘formula’ of Bond is entwined with the heritage of the character, the films and those that produce them. Yet, Mendes will want to produce a brand new movie, a brand new take and a brand new project. He has never directed a sequel to any of his cinematic work (whose narratives admittedly do not leave much room for ‘what happened next?’). We all have our wish lists and suggestions (mine would be Barcelona, Washington, a bit of skiing and a Daft Punk theme tune). However, it is worth noting the curious skill of Skyfall was how it packed in wholly familiar turf for the Bond series – London, the Far East and Istanbul – yet dressed it most wisely. Mendes is not about reinventing the wheel, but how the spokes work. We are still in a time of relative studio poverty (Skyfall had to allegedly hem in its budget and the results worked). Bond 24 will no doubt have to rein itself in too – as best as a multi million pound movie can. But having financial and physical restrictions often aides creativity. The Bond series’ production history has always proved that.
For any director or writer to come into that Bond world is no doubt a daunting task. Next time round Mendes is no longer the new boy at school. He is head boy – a proven newcomer with a few trophies (if that matters alongside such global box office stamina) gleaming in the Eon cabinet. But the team at Bond HQ are not wholly looking to emulate Skyfall. They are looking to emulate the decisions, the discussions, the aptitude and perceptions Mendes brought to the table. Of course the dollars and the studios that gave and then counted them are wanting more of the same. That is simple business sense. But film-making – even on the scale of a Bond – thrives on creative relationships and continuity. It is about both project and product for Eon.
The Sony PR elves were forever telling us how Mendes noted his own Bond fandom launched when he saw 1973’s Live and Let Die. There are echoes of that film in Skyfall (the arched villainy, the deathly opening titles, the throwaway dead girls, the drama often playing out on familiar streets and pavements and even the shared double-decker London buses…maybe). The question now is – what Bond film did Sam like next? My money’s on a direct sequel to Octopussy. That barge had to pull in somewhere?!*
Mark O’Connell is the author of Catching Bullets – Memoirs of a Bond Fan (Prelude by Barbara Broccoli). www.splendidbooks.co.uk
Eon Productions Live and Let Die celebrates its fortieth anniversary this week (it opened in the States on June 27th 1973, and a week or so later in the UK). It has been a linchpin of the series and the man on the street’s affection for James Bond ever since. It is also director Sam Mendes stated favourite 007 entry, whose influence is very evident in 2012’s Skyfall.
For more thoughts on Live and Let Die and all the Bond movies, check out Catching Bullets – Memoirs of a Bond Fan.