The "Most Interesting Man in the World" may not be so interesting anymore, as Dos Equis personality Jonathan Goldsmith has decided to retire.
The 77-year-old actor will be replaced by a newer, younger spokesperson. Dos Equis beer, the originally Mexican beer company that is now owned by Amsterdam-based Heineken, is looking to revamp its image in order to appeal to a new generation and broader audience. "Culture has changed very dramatically" since the commercials debuted, said Andrew Katz, vice president of marketing for Dos Equis.
Katz continued by emphasizing the importance of evolving, especially for a company that has experienced some of its best years whist running the "Most Interesting Man in the World" campaign. "Our Millennial drinker has changed quite dramatically, and the competition has only exploded with the advent of craft (beers). We just want to make sure that the 'Most Interesting Man' story evolves," Katz said.
Sales of Dos Equis nearly tripled during the nine-year run of the tongue-and-cheek commercials. People loved watching the exotic-looking, older, but distinguished adventurer, who was always surrounded by beautiful women and always preferring Dos Equis. "I don't always drink beer, but when I do, I prefer Dos Equis" was his tagline, and Goldsmith quipped his famous line to millions of American households for nearly a decade and was hugely popular to the meme generation.
There is no confirmation as to who will be the next "Most Interesting Man in the World," but given the recent controversies surrounding whitewashing in the entertainment industry, Dos Equis may consider a minority actor for the role, and it could be exactly what the company needs for the new generation appeal.
The departing Goldsmith said that what was most important to him was that he "made millions of people smile over these many years."
"There is a real connection with the fun and authenticity of the character, which I portray with the same joy and passion that is part of my own life," he added.
The "Most Interesting Man in the World," the one who sold millions of suds worldwide, will need to find something else "interesting" to occupy his time, as drinking reasonably priced imported beer while going on out of this world adventures, surrounded by beautiful people, is no longer an option.
