We don’t always cry when we’re writing the news. But when we do, it’s for this guy.
Dos Equis recently announced they’re parting ways with Jonathan Goldsmith, the 70-something actor who rose to international stardom as the brand’s Most Interesting Man in the World spokesperson. Goldsmith spent more than 50 years as a character actor on classic TV shows like The Rockford Files, Gunsmoke, Murder, She Wrote and Dynasty, as well as movies like the Clint Eastwood film Hang ‘Em High. But well into his seventies, he captured the hearts of a whole new generation of fans with his portrayal of the suave silver fox who didn’t always drink beer, but when he did, well, you know the rest.
Apparently, even impressively bearded, sexy gents are not immune to the ravages of ageism. Media speculation is rampant that, after a wildly successful nine-year run, Goldsmith is due to be replaced by a younger model. “Culture has changed very dramatically,” Dos Equis vice president of marketing Andrew Katz tells 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.”
There’s one last round of commercials featuring everyone’s favorite bronzed lothario, one that lets his legion of admirers say their final goodbyes. He’s embarking on a trip to a place no man, interesting or otherwise, has ever traveled before. Will his gorgeous co-astronaut serve him a Dos Equis upon their landing on Mars? Dos Equis brass declined to comment, and Goldsmith was quoted as saying only, “Stay thirsty, my friends.”
Update: Dos Equis announces a new Most-Interesting Man. (But how can you replace a legend?)