How Angelus became James Bond’s choice
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.”
On January 27th, 2011 at 4:57 pm ,Tweets that mention How Angelus became James Bond’s choice | Dr Vino's wine blog -- Topsy.com wrote:
[…] This post was mentioned on Twitter by Wine Lover +, Dr Vino and Wine Lover, WineBlogFeed. WineBlogFeed said: How Angelus became James Bond’s choice http://bit.ly/fiJiCR #wine […]
On January 27th, 2011 at 10:57 pm ,Randy K. Walker wrote:
So much for, “Shaken. Not stirred.”
On January 28th, 2011 at 7:17 am ,Greg Sorensen wrote:
Awesome, love it. Have heard a lot about product placement from my friends in that business. What a great placement idea. Omegas and Angelus.
On January 28th, 2011 at 8:04 am ,Terroirist » Blog Archive » News Roundup: Winter Rosé wrote:
[…] wonder why James Bond was sipping Chateau Angelus in Casino Royale? Product placement. As Dr. Vino discovered,  the placement was paid for “in cash and […]
On January 28th, 2011 at 11:33 am ,Stuart George wrote:
Although his most frequently requested drink is a Vodka Martini – shaken, not stirred – Ian Fleming’s fictional hero James Bond also has a taste for fine wines.
The original novel of Casino Royale (1953) has a scene in which Bond attempts to dazzle a female companion with his knowledge of Champagne: “With his finger on the page, Bond turned to the sommelier: ‘The Taittinger ’45?’A fine wine Monsieur’, said the sommelier. ‘But if Monsieur will permit’, he pointed with his pencil, ‘the Blanc de Blanc Brut 1943 of the same marque is without equal’. Bond smiled. ‘So be it’, he said. ‘That is not a well–known brand’, Bond explained to his companion, ‘but it is probably the finest Champagne in the world.’ He grinned suddenly at the touch of pretension in his remark.â€
In the film version of Dr No (1962), Dom Pérignon is offered to Bond: “That’s a Dom Pérignon ‘55 – it would be a pity to break it,†says Dr. No when Bond gets agitated. “I prefer the ‘53 myselfâ€, responds 007.
Dom Pérignon 1953 is something of a mythical wine, enjoyed not only by James Bond (it is referred to in Goldfinger) but also apparently the favorite wine of Marilyn Monroe. However, it was never made. 1957 is another “phantom vintage†that is ordered by Bond at a casino in On Her Majesty’s Secret Service (1969).
Visiting Japan during You Only Live Twice (1967), Bond is offered Dom Pérignon ’59 by a cooing secretary. This DP is notorious for bottle variation caused by defective bottles with warped necks and so prices vary tremendously.
Wine is only mentioned once in The Spy Who Loved Me (1977): “Maybe I misjudged Strombergâ€, says Bond; “Any man who drinks Dom Pérignon ’52 can’t be all bad…â€
When Bond lands on Scaramanga’s island in The Man With the Golden Gun (1974), he is offered Dom Pérignon 1964, which is a great vintage. Bond quips, “I prefer the ‘62 myself. Still, beats a bag of peanuts.†Quite right, too, as 1962 is also a very good year, though – as with the 1959 – prices can vary tremendously.
Diamonds Are Forever (1971) has perhaps the best of all Bond wine scenes, when Bond and yet another ladyfriend are on a cruise ship. At dinner, Bond is offered Mouton–Rothschild 1955 by the steward, who gives himself away as a villain by not knowing that the wine is claret. The 1955 is a very good Mouton that tends to get forgotten about in a world obsessed by the ’59 and ’61, and it has a rather nice label by Georges Braque, to boot.
Mouton also makes an appearance at Bond’s dinner with Scaramanga. Bond remarks on the wine, which is served blind: “Excellent – slightly reminiscent of a ‘34 Moutonâ€. This vintage – the best Bordeaux year of the 1930s – marked the start of Mouton listing its volume of production on its labels.
Nearly 25 years on from its release, The Living Daylights (1987) now seems prophetic when a Russian general remarks, “Bollinger RD – the best!†And staying at a Hong Kong hotel in Die Another Day (2002), Bond requests “If there’s any left, the ’61 Bollingerâ€.
Bond’s knowledge of wine might help him get the girl, but it doesn’t impress everybody. In From Russia With Love (1963), 007 is being held captive by Grant (played by Robert Shaw): “Red wine with fish. Well, that should have told me somethingâ€, quips Bond, after seeing Grant order Chianti with grilled sole. Grant replies, “You may know the right wines, but you’re the one on your kneesâ€.
On January 28th, 2011 at 3:04 pm ,Dr. Vino wrote:
Epic comment, Stuart–many thanks!
On January 28th, 2011 at 7:00 pm ,Stevie wrote:
Is that uncommon? I remember seeing lots of bottles of Ravenswood being drunk by the characters on “Six Feet Under” and just assumed that it was product placement.
On January 29th, 2011 at 11:29 pm ,Vitabella Wine Daily Gossip – Luxury Wine – Marketing Strategy – Chateau Angelus, Vieux Telegraphe, Pierre Usseglio, Greg La Follette, Becky Wasserman, Winebow, Paul Grieco, Kevin Roche, Colgin Cellars, Harlan Estate, Screaming Eagle wrote:
[…] Tweet (Times Live) Naples Winter Wine Festival auction, An elite class studies wine (News Press) How Angelus became James Bond’s choice (Dr Vino) Heitz Cellar's, Stag's Leap, Joseph Phelps…10 Napa Valley Greats You Can Take to the […]
On January 30th, 2011 at 8:47 pm ,Wino wrote:
Ah, the brave new world of wine. Lord help us.
On February 8th, 2011 at 1:31 pm ,Morten Pedersen wrote:
There you go! you should send them a ‘case’ of your website for the next movie.
On February 8th, 2011 at 1:38 pm ,Dr. Vino wrote:
In the world of product placements, consider Wall Street 2, which benefited “enormously” from various supporters (including a hedge fund).
On May 18th, 2011 at 12:15 pm ,Disposition, acquisitions, dentists and alc levels — sipped & spit | Dr Vino's wine blog wrote:
[…] million). But the most important question: will James Bond’s budget also be slashed from Angelus? […]
On June 23rd, 2011 at 5:50 pm ,La Fleur de Boüard – for those without access to the English tax payers money wrote:
[…] as a thanks for allowing the wine to participate in the movie. Some dineros as well. Check out Dr Vino if subject interests you. Tweet If you enjoyed this article, please consider […]
On September 13th, 2012 at 12:46 pm ,St. Emilion's ho hum classification | Dr Vino's wine blog wrote:
[…] “How Angelus became James Bond’s choice” Premiers Grands Crus Classés: Château Angélus (A) Château Ausone (A) Château Cheval […]
On October 24th, 2012 at 7:28 am ,Simon wrote:
Well, wonderful wine if you don´t have any problem with those “leather” notes which, I know, can feel nice but sometimes they are telling more about the wrong yeast living inside the winery than the original character coming from Merlot or Cabernet Franc or even the soil. What a pity.
On October 17th, 2013 at 1:37 pm ,Sip some wine & channel your inner Van Gogh | wrote:
[…] Since it was BYOB night, we brought our own bottles instead, nice Rioja and Bordeaux courtesy of Gretchen, and a Pomerol I picked up from Wine Story, which is interestingly by the same owner of Chateau Angelus, made famous by the James Bond movie “Casino Royale” 😉 […]