If your hero smokes a Gauloise, it says something a lot different than smoking a Virginia Slim, let alone a clove fag.
If your hero drinks Laphroaig it means something a lot different than a Bud Lite.
If your hero quotes from the Book of Judith, you might also know something about him.
Here's an interesting link to a discussion of using brand and product names in writing.
And yes, I know the Book of Judith isn't trademarked.