Daniel Craig, who seems to have little tolerance for phonies and sellouts in Hollywood, must be doing somersaults over a product placement deal that dumbs down James Bond’s taste from martinis to beer.

Not only is the thoroughly British secret agent forgoing his martini, made no doubt with a venerable British gin, he’s filmed quaffing a Dutch beer, Heineken in the latest Bond film “Skyfall.

Hollywood movies are rife with product placement deals these days because they can generate significant cash. The movie version of “Sex and the City” was one long-running commercial because of the numerous product placements.

But there is something a little unseemly about changing something that is so ingrained as part of a character’s persona. But when money talks…

The deal is reported to be worth $45 million to the film’s studio. But the windfall also comes with considerable fallout.

George Lazenby, who played Bond in the 1969 film “On Her Majesty’s Secret Service,” told gossip site TMZ that the deal leaves a bad taste in his mouth. He’s not a big fan of the beer to begin with.

Craig was quick to rationalize the move. “We have relationships with a number of companies so that we can make this movie,” he told Moviefone. “The simple fact is that, without them, we couldn’t do it.”

He said production as well as pormotion costs force the producers to “go where we can” for money.

“The great thing is that Bond is a drinker. “Having a beer is no bad thing, in the movie it just happens to be Heineken.”

Author Ian Flemming, who wrote the Bond books, must be shaking, not stirred, in his grave.