Who Was the Original Dos Equis Guy
The original Dos Equis commercial actor was Jonathan Goldsmith, a character actor known for roles in 1970s and 1980s television series and films. He became widely recognized starting in 2006 as "The Most Interesting Man in the World" in a campaign for Grupo Modelo's Dos Equis beer brand. The campaign ran for nearly a decade and became one of the most shared and parodied advertising series in U.S. television history. Goldsmith's portrayal was built around a calm, authoritative voice and a string of improbable, aspirational one-liners. The character was credited with helping elevate Dos Equis from a regional Mexican import into a top-selling premium import in the United States.
Goldsmith was not a stranger to advertising before Dos Equis. He had appeared in numerous TV commercials and had a long career in Hollywood, often cast as a supporting figure in crime dramas, westerns, and action series. His casting in the Dos Equis campaign was a deliberate choice by the agency to create a figure who looked older, more weathered, and more worldly than a typical beer spokesman. The campaign was produced by the advertising agency 72andSunny, and the original idea was to use a single, consistent character to anchor a series of short, story-driven spots. The strategy worked quickly, and the character became a cultural shorthand for suave, adventurous living.
Why the Original Dos Equis Guy Was Replaced
In 2016, Dos Equis officially retired the original campaign and replaced Jonathan Goldsmith with a new actor, Augustin Legrand, a French actor and former model. The decision was made by the brand's parent company and its advertising partners to refresh the campaign and introduce a younger, more globally diverse face. The move was framed as an evolution rather than a cancellation, with the company stating that the character of "The Most Interesting Man in the World" would continue in a new form. Goldsmith's final spots aired alongside the new campaign, and the brand released statements thanking him for his contribution to the line's success.
The shift was part of a broader trend in alcohol and beverage marketing, where brands rotate spokespeople to stay current with changing audience demographics and media consumption habits. Grupo Modelo, the owner of Dos Equis, had been undergoing its own corporate changes during this period, including a major acquisition by Belgian-Brazilian beer conglomerate AB InBev, which later sold a stake to Asahi Breweries. The new Dos Equis campaign under Legrand emphasized international travel, cultural curiosity, and a more modern, fast-paced editing style compared to the slow, cinematic tone of the Goldsmith era. The brand continued to use the tagline "Keep It Interesante" and retained the core idea of a singular, intriguing figure at the center of each ad.
What Happened to Jonathan Goldsmith After Dos Equis
After leaving the Dos Equis campaign, Jonathan Goldsmith returned to acting and public appearances, making use of the recognition the role gave him. He took on select commercial and voiceover work, appeared at industry events, and engaged with fans on social media, where he often referenced the character in a self-aware, humorous way. He has spoken in interviews about the financial and professional benefits the campaign brought, noting that it extended his visibility well beyond the typical lifespan of a character actor's career. Goldsmith has also been involved in charitable work and continues to be identified publicly primarily through the Dos Equis role.
The Dos Equis campaign remains a case study in advertising effectiveness, often cited for its impact on brand awareness and sales growth for a premium import beer category that was previously dominated by European rivals. The original spots are still referenced in marketing textbooks and industry lists of most memorable commercials. Jonathan Goldsmith's net worth and career trajectory have been discussed in business and entertainment outlets as an example of how a