Heineken-owned Dos Equis is retiring the star of its ad campaign featuring the "Most Interesting Man in the World" after almost a decade. The beer brand's ads featured a bearded man who lived life to the fullest and had many exciting adventurers including flying a space shuttle, saving baby birds, and playing golf in Africa. Whenever the commercial icon drank beer it was always Dos Equis and he was surrounded by at least a pair of beautiful women.
Many legends were also based on the Most Interesting Man in the World. They include the fillings of his taco shells never falling out, and being able to parallel park a train, according to NBC News.
The final commercial of the ad campaign sends the Most Interesting Man character to Mars. He goes there in a rocket ship with a blond-haired female co-pilot.
However, Dos Equis' parent company has shared the ad campaign will be rebooted with a younger actor. Few details have been revealed about the new ads but they will include a more modern style.
It is ironic because beer ads usually include young actors. The 77-year-old actor Jonathan Goldsmith told NPR last year that his age almost prevented him from getting the acting job.
At first the campaign ad's casting director Joe Blake said he liked Goldsmith's audition but he was too old. However, Goldsmith's agent asked Blake how the world's most interesting man could be young. Soon afterwards the casting director called back and told her Goldsmith got the part.
The Mexican beer brand's sales have almost tripled since the ad campaign was rolled out, according to USA Today. That figure was shared by Dos Equis' vice president of marketing Andres Katz.
Within the past year sales of Dos Equis Lager Especial spiked 10.2 percent to $325.3 million. Meanwhile, the number of cases of beer the company shipped from 2007 to 2015 skyrocketed over one-third.
The beer commercials have also benefited the parent company Heineken. It estimated around one-quarter of its future sales growth will be from Dos Equis due in part to its appeal to Latino men.
Goldsmith will be featured in a social media campaign for several months. It will lead up to Cinco de Mayo's celebration of Mexico's 1862 victory over French forces.