- The Washington Times - Wednesday, September 7, 2016

The newest incarnation of Dos Equis‘ “Most Interesting Man” has made his debut: French actor Augustin Legrand.

Famous beer company Dos Equis has officially passed the torch from 77-year-old Jonathan Goldsmith to Mr. Legrand, a 31-year-old who speaks English and Spanish. The company says its decision, as seen in a commercial released Wednesday, allows the iconic character to take on bigger tasks while also appealing to a more diverse group of potential customers.

“The reality of the drinker base is it’s much more multicultural than ever. And Spanish-dominant consumers are increasingly important,” said Andrew Katz, vice president of marketing for Dos Equis, USA Today reported Wednesday. 

“Think anyone will ever be as interesting as him?” a bartender asksMr. Legrand in the advertisement while pointing to old Dos Equis footage.

“It’s hard to say,” the character replies after a montage of action scenes.

One flashback includes the “Most Interesting Man” running with a beautiful woman from angry merchants while cradling a fez-wearing piglet. Another shows him emerging from a rural drinking well with a lost soccer ball to the delight of locals.

Nuno Teles, chief marketing officer for Heineken USA, which owns Dos Equis, added that casting the younger actor makes “The Most Interesting Man” more “resourceful.”

“[Customers] were just ready to see the ‘Most Interesting Man’ in more challenging situations, in more contemporary situations,” he said.


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