Dos Equis bids farewell to the "Most Interesting Man in the World"

Stephen Whiteside
Warc

The "Most Interesting Man in the World" has been a mysterious, charismatic, and engaging figurehead for Dos Equis beer since he first appeared on TV screens in 2007.

Played by actor Jonathan Goldsmith, this dashing, debonair, and frequently daredevil spokesman has helped the brand – which is owned by brewing group Heineken – deliver an average annual growth rate of 14% over the last decade, taking its sales volume to 25 million cases per year.

Even this dramatic success, however, has not satiated Dos Equis's taste for adventure. As a result, its leading man has been signed up for his greatest escapade yet. And, given that it will take the form of a one-way trip to Mars, this mission will also be his last.