Actor Jonathan Goldsmith, 87, will return to his role in a new ad for the Dos Equis beer|dosequis|Instagram

Heineken-owned Dos Equis has revived its iconic “The Most Interesting Man in the World” ad campaign after a decade in hopes of driving growth amid slowing beer consumption in the US.

The Mexican beer’s retail sales fell 8% in 2025, while rivals like Modelo and Corona also dropped 2%, according to NIQ data.

Actor Jonathan Goldsmith, 87, will return to his role in a new 60-second ad spot debuting Monday during the College Football Championship.

The campaign, launched 20 years ago, was a huge hit and was even parodied on shows like Saturday Night Live.

Heineken USA executives are banking on the campaign’s nostalgic appeal and the memes it spawned in the past to recapture the lost market share. Internal research 83% of consumers were eager for Goldsmith’s character’s return.

Beer anyone?
The US beer industry faces significant headwinds, including changing consumer behavior due to inflation and the rise of weight-loss drugs. 

Analysts note that the immigration crackdown has also suppressed celebrations and shopping trips within the brand’s core Latino consumer base.