Dos Equis to retire 'most interesting man in the world'

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Dos Equis Announces The Retirement Of 'The Most Interesting Man In The World'

Dos Equis has announced that it will retire its long-running ad campaign centered on "The Most Interesting Man in the World."

The popular ad series starring character actor Jonathan Goldsmith has been on the air since 2006, but the company feels it is time to move on with a new spokesperson.

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"Culture has changed very dramatically," Andrew Katz, vice president of marketing for Dos Equis, told USA Today. "Our millennial drinker has changed quite dramatically, and the competition has only exploded with the advent of craft [beer]. We just want to make sure that the [Most Interesting Man] story evolves."

Katz also said that Dos Equis has nearly tripled its business since the campaign began, with annual sales reaching $325.3 million in 2015. He also said that a new actor will take over as a spokesperson in a new campaign later this year.

See more about Jonathan Goldsmith:

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Dos Equis to retire 'most interesting man in the world'
Photo by: Dennis Van Tine/STAR MAX/IPx STAR MAX ©2014 ALL RIGHTS RESERVED Telephone/Fax: (212) 995-1196 4/29/14 Jonathan Goldsmith at a promotional event for "Dos Equis" Beer. (NYC)
NEW YORK, NY - SEPTEMBER 12: The most interesting man in the world, Jonathan Goldsmith on September 12, 2014 in New York City. Photo Credit: mpi67 / MediaPunch/IPX
Photo by: Dennis Van Tine/STAR MAX/IPx STAR MAX ©2014 ALL RIGHTS RESERVED Telephone/Fax: (212) 995-1196 4/29/14 Jonathan Goldsmith at a promotional event for "Dos Equis" Beer. (NYC)
Photo by: Dennis Van Tine/STAR MAX/IPx STAR MAX ©2014 ALL RIGHTS RESERVED Telephone/Fax: (212) 995-1196 4/29/14 Jonathan Goldsmith at a promotional event for "Dos Equis" Beer. (NYC)
MANCHESTER CENTER, VT - JANUARY 10: Jonathan Goldsmith, a.k.a. 'The Most Interesting Man in the World,' the cult-like figure in the highly popular Dos Equis beer commercials, lives a quiet life in the woods in Manchester Center, Vt. He is trying to remake himself as the leading advocate for removing land mines and cleaning up the legacy of war in combat zones around the world. (Photo by Dina Rudick/The Boston Globe via Getty Images)
MANCHESTER CENTER, VT - JANUARY 10: Jonathan Goldsmith, a.k.a. 'The Most Interesting Man in the World,' the cult-like figure in the highly popular Dos Equis beer commercials, lives a quiet life in the woods in Manchester Center, Vt. He is trying to remake himself as the leading advocate for removing land mines and cleaning up the legacy of war in combat zones around the world. (Photo by Dina Rudick/The Boston Globe via Getty Images)
Actor Jonathan Goldsmith arrives at EA's 'Need For Speed Hot Pursuit' launch party at Avalon on November 16, 2010 in Hollywood, California. (Photo by Paul Archuleta/FilmMagic)
NEW YORK, NY -AUGUST 21: Jonathan Goldsmith is seen on August 21, 2013 in New York City. (Photo by David Krieger/Bauer-Griffin/GC Images)
BEVERLY HILLS, CA - APRIL 21: Jonathan Goldsmith (R) and his wife Barbara attend the HRTS Hitmakers Cable Reality: 'Unscripted on Cable: The State of the Business' event at the Beverly Hilton on April 21, 2010 in Beverly Hills, California. (Photo by Angela Weiss/Getty Images)
Jonathan Goldsmith serves food at the Los Angeles Mission and Anne Douglas Center's Thanksgiving meal for the homeless at Los Angeles Mission on November 24, 2010 in Los Angeles, California. (Photo by Dr. Billy Ingram/WireImage)
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The Most Interesting Man will of course be sent off in style. A new ad will feature him being dispatched on a one-way mission to Mars, with characters from past ads bidding him farewell.

The character has gone well beyond television, inspiring a popular Internet meme based on the character's catchphrase, ""I don't always drink beer, but when I do, I prefer Dos Equis."

"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," Goldsmith told USA Today.

Read original story Dos Equis to Retire 'Most Interesting Man in the World' At TheWrap

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