In a memorable scene in Casino Royale, James Bond sipped Chateau Angelus on a train while meeting Vesper Lynd. The St Emilion maker of bold blend of merlot and cabernet franc paid for the placement in cash and wine.
Jean-Bernard Grenié told me today that the laws prohibiting advertising wine in France made the producer pursue a strategy of product placement in movies. Their agent in Paris had a connection to the Broccoli family, producers of the Bond film, and sent them a case. Grenié said that they “loved” the wines. Angelus paid “some cash and some wine” for the placement. Grenié did not specify the amount of either. Co-owner Hubert de Bouard had previously told decanter.com that the impact on sales was “unbelievable.”
Will it be James Bond’s wine of choice in future movies? “Yes,” Grenié replied, adding “as long as somebody doesn’t pay more than we did.”