Slumping Dos Equis gets back with its ex
TheWkly Analysis
He makes index funds feel sexy. He looks cool wearing a VR headset. Chatbots ask him for advice. He’s “The Most Interesting Man in the World,” and he’s back to sell you beer after a 10-year break. In a bid to boost sagging sales, Mexican lager-maker Dos Equis formally announced yesterday that it’s reviving its iconic ad campaign with a commercial during the College Football Championship on Monday. Store displays and social media campaigns are also in the works. The original actor, Jonathan Goldsmith—now 87—will reprise his role, but things will look a little different this time. The company hopes to double down on some of the viral magic that made Goldsmith a meme in the first place through store displays, live events, and his own LinkedIn page. According to Dos Equis’s parent company Heineken USA: Dos Equis’s brand size tripled during the original ad campaign’s 10-year run. 83% of people exposed to the old ads wanted them to return, according to the company’s research. It’s been a rough year for the beer industry, due to higher prices, weight loss drugs, and changing tastes. Things were especially dry at Dos Equis, where sales dipped 8% in the US in 2025, per a Bump Williams Consulting analysis of NIQ data.
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Key Entities
- • Dos Equis - Beer brand described as reviving an iconic campaign
- • Heineken USA - Parent company referenced in the campaign context
- • The Most Interesting Man in the World - Character referenced as returning after a break
- • Jonathan Goldsmith - Actor described as reprising the role at age 87
- • College Football Championship - Event where a new commercial is described as running
- • Social media campaigns - Channel described as part of the marketing push
- • Beer industry - Category described as having a rough year
- • Weight loss drugs - Factor cited as affecting industry demand
- • Bump Williams Consulting - Firm cited for analysis of sales data
- • NIQ data - Dataset referenced in the sales decline claim
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