Even though he built a city out of blocks and alien abductors have asked him to probe them, "The Most Interesting Man in the World” may not be that interesting anymore.
USA Today reported that after nine years, Jonathon Goldsmith will take his final journey for the beer brand Dos Equis before a new “Interesting Man” story begins.
Sales for Dos Equis have tripled since the campaign began, so the company is looking to continue that trend by reviving the story and keeping it fresh.
"Culture has changed very dramatically [since the commercials debuted],” said Andrew Katz, vice president of marketing for Dos Equis. "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."
Goldsmith said he will “retain the spirit” of his character right up until the end when he embarks on his very last adventure.
Although the 77-year-old will be bowing out later this year, his famous “Stay thirsty my friends” line will be remembered for years to come.