By Victor Luckerson
March 9, 2016

After nine years of gallivanting around the globe, the Dos Equis ‘Most Interesting Man in the World’ is retiring later this year.

The Heineken-owned beer brand is planning to sunset the ads starring 77-year-old Jonathan Goldsmith, who gained fame for the tagline, “I don’t always drink beer, but when I do, I prefer Dos Equis,” USA Today, reports.

The successful campaign has helped Dos Equis triple its business since launching in 2006, with sales rising 10% in the last year alone. According to Heineken, the beer is especially popular among Latino men, a growing part of the U.S. population.

In the Most Interesting Man’s final ad, he blasts off on a one-way trip to Mars as characters who have appeared in his ads through the years send him off.

Dos Equis is planning to relaunch the campaign later this year with a new, younger Most Interesting Man and plotlines more squarely aimed at Millennials.

[USA Today]

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