Jonathan Goldsmith, Dos Equis Spokesman And ‘The Most Interesting Man In The World,’ Is Retiring

Jonathan Goldsmith, the actor behind Dos Equis famous “The Most Interesting Man In The World” series of commercials, is retiring. But that doesn’t spell the end of the hugely popular campaign: Heineken, the owner of the Dos Equis brand, is putting a new actor in Goldsmith’s place.

As Advertising Age reports, Goldsmith, 77, has been the face behind what is arguably one of the most successful advertising campaigns of the 21st century since 2006. The beard, the voice, the iconic “Stay thirsty, my friends,” all delivered in a vaguely Mexican accent, helped elevate Dos Equis from an obscure Mexican beer to a household name.

Fortunately, The Most Interesting Man In the World (TMIMITW) will continue to be the spokesperson for Dos Equis. But instead of Goldsmith, a new actor — as yet unnamed — will take the role.

Andrew Katz, the VP of marketing for Dos Equis, said that the transition from Goldsmith to the new actor will be a smooth one, and fans will be privy to the “story” of a new guy taking on the role of The Most Interesting Man In The World.

“There will be a hand-off of sorts — one day it won’t just be somebody new… There will be elements that are very, very recognizable [in the new campaign], that are super iconic to us, but it will have a very fresh take on things. It will not feel like we’ve just swapped actors.”

In Goldsmith’s final appearance in the ad campaign, in a commercial set to debut this Thursday, Goldsmith will board a rocket ship bound for Mars – presumably, never to return. Other characters who have appeared with him in the ads throughout the years will be there to say goodbye, as Goldsmith delivers the iconic “Stay thirsty, my friends.”

The narrator, who can always be counted on to provide facts about TMIMITW, such as “He bowls overhanded,” will provide one last fact about the Goldsmith version of the character.

“His only regret is not knowing what regret feels like.”

When he’s not in front of the cameras playing the role of TMIMITW, Jonathan Goldsmith’s life is — well, it’s interesting.

According to a June 2015 NPR report, Goldsmith had been slugging it out in bit parts in Hollywood – he even acted alongside John Wayne, despite being unable to ride a horse – for decades before landing his Dos Equis gig.

“All I ever wanted to do was comedy, but that was not available to me. Until the Dos Equis commercials.”

Goldsmith had put acting behind him and was carving out a career for himself in business when his agent/wife called him with an opportunity to play a “Hemingway-ish character” with a vague Latin accent (for the record, Goldsmith is Jewish and from Brooklyn).

When he showed up at the audition, he found himself surrounded by a line of young Latino actors down the street. However, even though he was older than his competition by decades, Goldsmith got the job, thanks in no small part to his wife sweet-talking the director, who wanted a younger actor for the role.

“How can the most interesting man in the world be young?”

Unfortunately, Goldsmith’s career as TMIMITW has not been without controversy. Goldsmith and his talent management group are currently tied up in a legal battle over commissions, although Katz insists that Goldsmith’s legal battles did not factor into the decision to retire Goldsmith and replace him with a new actor.

Are you sad to see Jonathan Goldsmith go as Dos Equis’ “The Most Interesting Man In The World” spokesman? Share your thoughts in the comments below.

[Photo by Michael Buckner/Getty Image]