With news of Goldsmith's lawsuit against the beer company over a contract dispute, Dos Equis has ultimately replaced the original character with a new actor, Augustin Legrand.
Legrand, born in France, is a modern Renaissance man, speaking three languages. Dos Equis launched an ad teaser campaign featuring the new most interesting man in the world entirely in Spanish, a good way to shift away from the original actor.
Heineken (HEINEKEN NV SPON ADR EACH REP 1/2 ORD HEINY) bought Dos Equis along with Mexican beer staples Tecate and Sol for $7.6 billion in 2010. Dos Equis XX Lager Especial was the sixth best selling imported beer brand in 2015. Sales of import Mexican beer are up 13.6 percent year-over-year thus far.
"We're trying to reach a new audience," said Andrew Katz, vice president of marketing for Dos Equis. "The reality of the drinker base is, it's much more multicultural than ever. And Spanish-dominant consumers are increasingly important."
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