What has always made the character of Bond special was the fact that he was a different kind of hero. You and I drink beer. Bond drinks Vodka Martinis. In the movies, anyway. In Fleming's books, he basically consumed up to half a bottle of spirits per day to help wash down the fifty to sixty cigarettes a day. I always wondered where he found the time.
Hollywood action heroes drink beer. Bond drinks Martinis. Leave the Heineken for John McLaine and Martin Riggs. Despite Daniel Craig's definitive re-boot of the character, Bond can never be blue-collar. That would make him too much like the rest of us.
I'm greatly looking forward to "Skyfall", but I can already see that I'll have to work pretty hard not to trip over all the product placement.