Since 2006, Jonathan Goldsmith has played The Most Interesting Man In The World in a popular series of ads for Dos Equis. His catchphrase—”I don’t always drink beer. But when I do, I prefer Dos Equis.”—has worked its way into Internet culture.
But his reign is ending, reports National Public Radio. The newest ad for Dos Equis shows Goldsmith, as the Most Interesting Man, taking off in a spaceship on a one-way trip to Mars.
Executives from Heineken USA, which owns Dos Equis, told Ad Age that the ad campaign will continue with a new actor.
Last year, NPR spoke with Goldsmith about his career before Dos Equis—which included a stint as a garbage truck driver, a series of villainous appearances in Westerns, and years spent outside of Hollywood altogether.
He tried out for the Most Interesting Man role at the suggestion of his then-agent and now wife, Barbara, with some “help” from his friend Fernando Lamas, an Argentine-born actor, whose accent he adopted for the role.
As for Goldsmith’s now-retired character, blasting off into space in an impeccable tuxedo?
“His only regret,” the voiceover says, “is not knowing what regret feels like.”