As many of you know, Dos Equis has retired the “Most Interesting Man In The World”. What you may not know is that “The Most Interesting Man In The World” wasn’t Mexican royalty. In fact he wasn’t Mexican at all. Jonathan Goldsmith is an American Jew who attended Boston University and was a performer in the New York theater scene. Since becoming the “Most Interesting Man”, Goldsmith has helped triple Dos Equis business. But the company feels a rebranding is in order.
“We’re not walking away from the idea of the “Most Interesting Man”– we’re going to be reboot it in a way that’s relevant for today’s drinker so the brand doesn’t get stale,” said Andrew Katz, the VP of Marketing in a Fox News article from March.