Chapter 7 of Casino Royale (1953) is titled, “Rouge et Noir,” and finds Bond meeting then off to a bar with Felix Leiter, who becomes his closest friend in the series. Though the phrase “shaken, not stirred” is without evidence here, following are the particulars of the first order witnessed by Fleming readers.
‘Just a moment. Three measures of Gordon’s, one of vodka, half a measure of Kina Lillet. Shake it well until it’s ice-cold, then add a large thin slice of lemon peel. Got it?’
‘Certainly, monsieur.’ The Barman seemed pleased with the idea.
‘Gosh, that’s certainly a drink,’ said Leiter.
Bond laughed. ‘When I’m … er … concentrating,’ he explained, ‘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…. This drink’s my own invention. I’m going to patent it when I can think of a good name.’
He watched carefully as the deep glass became frosted with the pale golden drink, slightly aerated by the bruising of the shaker. He reached for it and took a long sip.
One chapter later, Bond asks to “borrow” the name of Vesper Lynd for his “special martini.” In other words, this is the first instance where the 007 character himself is shown to brand (via the concept of Ian Fleming) something of his own invention.