The Most Interesting Man's Beer Choice

The Most Interesting Man in the World, played by Jonathan Goldsmith, was an advertising campaign for Dos Equis beer. The campaign began in 2006 and ended in 2016, with Goldsmith's retirement from the role. The advertisements featured a suave, older gentleman with a beard who performed incredible feats. The character became a cultural icon and a popular internet meme, with his catchphrase, I don't always drink beer. But when I do, I prefer Dos Equis. However, in recent years, Goldsmith has moved on from beer to tequila, becoming a spokesperson for Astral Tequila.

Jonathan Goldsmith, the actor who played the Most Interesting Man in the World

Jonathan Goldsmith, the man behind the iconic "Most Interesting Man in the World" advertising campaign for Dos Equis beer, led a fascinating life both on and off-screen. Goldsmith was born on September 26, 1938, in the Bronx, New York, and began his career on the New York stage before transitioning to film and television. He made over 350 television appearances, including guest spots on popular series such as "Gunsmoke", "Bonanza", "Knight Rider", and "Charlie's Angels". However, it was his role as the debonair, bearded gentleman in the Dos Equis ads that made him a cultural icon.

Goldsmith's journey to becoming the face of Dos Equis began with an audition. He was given the ending line "...and that's how I arm-wrestled Fidel Castro" and asked to improvise. Goldsmith began by removing one sock and then improvised for 30 minutes before delivering the final line. The character was inspired by his deceased sailing partner and friend, Fernando Lamas.

The advertisements, which began airing in the United States in 2006, featured Goldsmith as an older gentleman with a montage of daring exploits from his younger days. These exploits included freeing an angry bear from a trap, performing a pool trick shot by shooting the cue ball from a man's mouth, and bench-pressing two young women, each seated in a chair. The ads were both humorous and outrageous, and they helped increase sales for Dos Equis, with a 15.4% sales increase in the United States in 2009.

Goldsmith's fame as the "Most Interesting Man in the World" extended beyond the ads. He was recognised on the street by celebrities such as Michael Jordan, Leonardo DiCaprio, and Jennifer Lawrence. He was even invited to meet former US President Barack Obama on several occasions. In an interview, Goldsmith shared that he realised the impact of the campaign when a man told him that his young son wanted to be "The Most Interesting Man in the World" when he grew up.

However, all good things must come to an end. In 2016, Dos Equis decided to replace Goldsmith, feeling that the character had outgrown the brand and hoping to reboot it for the modern drinker. Goldsmith's last commercial saw him take a one-way journey to Mars, with the narration: "His only regret is not knowing what regret feels like."

After his tenure as the "Most Interesting Man in the World", Goldsmith continued to act and pursue other endeavours. He landed roles in films such as "Mamma Mia! Here We Go Again" and appeared in commercials for Astral Tequila and Stella Artois. He also became involved with various charitable causes, including supporting landmine victim support and cancer research for dogs. In 2017, he published a memoir titled "Stay Interesting: I Don't Always Tell Stories About My Life, But When I Do They're True and Amazing", reflecting on his fascinating life and career.

The advertising campaign for Dos Equis beer

The ads featured a suave, James Bond-esque figure who could do anything and only drank Dos Equis beer, of course. Goldsmith's character was a Hemingway-esque worldly gentleman—a figure to aspire to. The ads traded stupid humour for witty one-liners. Goldsmith's famous tagline, "I don't always drink beer, but when I do, I prefer Dos Equis", became an internet sensation. The ads also featured voiceovers by Frontline narrator Will Lyman, which were both humorous and outrageous.

The ads usually ended with the Most Interesting Man, sitting in a nightclub or other social setting surrounded by several beautiful young women, delivering his signature sign-off: "Stay thirsty, my friends." There were also secondary advertisements that were similar but featured the Man conveying a short opinion on various subjects before finishing with the now-famous tagline and sign-off.

The campaign was so successful that sales of Dos Equis increased by 22% at a time when sales of other imported beers fell by 4% in the US. Sales also tripled in Canada in 2008. Goldsmith's character became so iconic that he even outgrew the brand. In 2016, Dos Equis decided to replace him with a younger actor, Augustin Legrand, in an attempt to appeal to a younger demographic. However, this move was not well-received, and in 2018 the campaign was replaced with a new one called "Keep It Interesante".

The Most Interesting Man's catchphrase

The Most Interesting Man in the World advertising campaign for Dos Equis beer featured a suave, older gentleman with a beard, played by actor Jonathan Goldsmith. The advertisements first appeared in the United States in 2006 and ended in 2018, becoming a popular internet meme.

The character, with his debonair style and incredible exploits, became a cultural icon. His catchphrase, "I don't always drink beer. But when I do, I prefer Dos Equis," was a witty and memorable line that contributed to the campaign's success. The phrase became a template for internet memes, with variations on the format of "I don't always [X], but when I do, [Y]."

The full signature sign-off from the advertisements was:

> "I don't always drink beer. But when I do, I prefer Dos Equis. Stay thirsty, my friends."

The phrase "Stay thirsty, my friends" was a secondary catchphrase that reinforced the idea of seeking interesting experiences, which was central to the campaign's brand strategy. This line was sometimes modified to "Stay thirsty, mis amigos" (Spanish for "my friends") in ads featuring a replacement actor, Augustin Legrand.

After his tenure as the Most Interesting Man in the World, Goldsmith reprised the character in a series of commercials for Astral Tequila. In these ads, he riffed on his old catchphrase, saying, "I told you I don’t always drink beer. I prefer tequila — Astral Tequila."

The Most Interesting Man's popularity

The Most Interesting Man in the World was an advertising campaign for Dos Equis beer, which began appearing in the United States in 2006. The campaign featured actor Jonathan Goldsmith as a debonair older gentleman, with humorous and outrageous voiceovers provided by Frontline narrator Will Lyman. The advertisements were produced by the marketing firm Euro RSCG (now Havas Worldwide) for Cuauhtémoc Moctezuma Brewery.

The campaign was incredibly popular and helped to increase sales for Dos Equis. According to the company, sales in the United States increased each year between 2006 and 2010 and tripled in Canada in 2008. Sales of Dos Equis increased by 22% at a time when sales of other imported beers fell by 4% in the US. The campaign's popularity is attributed to its unique approach, featuring a worldly and witty gentleman instead of targeting young, party-crazed men like other beer brands.

The Most Interesting Man's catchphrase, "I don't always drink beer. But when I do, I prefer Dos Equis," became an internet sensation and a popular meme. The character's popularity made Goldsmith a cultural icon, with people recognising him from the campaign despite his prolific acting career. Goldsmith's association with the brand was so strong that he continued to be known as "the most interesting man in the world" even after the campaign ended in 2018.

The popularity of the campaign also led to other opportunities for Goldsmith. He received an offer from another beer company during his Dos Equis gig, promising him $1 million for one day's work. Although this opportunity did not come to fruition, Goldsmith went on to secure other endorsements, including for Astral Tequila and Stella Artois. He also wrote an autobiography titled "Stay Interesting: I Don't Always Tell Stories About My Life, But When I Do, They're True and Amazing," further leveraging his popularity as the face of the Dos Equis campaign.

The Most Interesting Man's replacement

The Most Interesting Man in the World was an advertising campaign for Dos Equis beer that began appearing in the United States in 2006. The campaign featured actor Jonathan Goldsmith as a bearded, debonair older gentleman with humorous and outrageous voiceovers. Goldsmith's character became a cultural icon, and his catchphrase, "I don't always drink beer. But when I do, I prefer Dos Equis," became an internet sensation.

However, in 2016, after a decade of playing the role, Goldsmith's time as the face of Dos Equis came to an end. The beer brand decided to replace him with a younger actor to keep the brand fresh. Goldsmith's last commercial for Dos Equis saw him take a one-way journey to Mars, with the narration: "His only regret is not knowing what regret feels like."

Following his departure from Dos Equis, Goldsmith went on to act in other commercials and pursue other ventures. He reprised his role as The Most Interesting Man in the World in an advertisement for Stella Artois during Super Bowl LIII in 2019. He also became a spokesperson for Astral Tequila, a brand he was introduced to by Master Sommelier Richard Betts. Goldsmith was fascinated by the care that went into making Astral Tequila and decided to join the company as a spokesperson and take an equity stake in the company.

In Astral Tequila's commercials, Goldsmith's character is similar to his Dos Equis persona, performing incredible feats and delivering witty one-liners. In one ad, Goldsmith is blindfolded and calmly cutting the wires of an explosive device when his butler tells him that an astronomer wants to name a star after him. "Which one?" Goldsmith asks. "The sun," the butler replies. "This calls for tequila," Goldsmith says, whipping off his blindfold for the dramatic reveal.

So, while The Most Interesting Man in the World may have moved on from Dos Equis, he continues to captivate audiences with his intriguing persona and unique taste in alcohol beverages.

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