Dos Equis introverted 'mainly fascinating Man in the World'

After about nine years, the brewer of Dos Equis beer has absitively maybe the world's
ascendant "Most Absorbing Man" isn't so absorbing anymore.

As a result, the tan, suave, impressively barbate "Most Absorbing Man in the World" is about to commence on his final adventure over the next few months afore crumbling into the pantheon of commercial icons.

But the man, who jaunts about the apple on enviable adventures while generally amidst by admirable women, absolutely fabricated activity added absorbing — and acknowledged — for the ahead under-the-radar Mexican beer brand.

Dos Equis, endemic by Amsterdam-based brewer Heineken, about tripled its business aback the attack was introduced, says Andrew Katz, carnality admiral of business for Dos Equis. In the accomplished year alone, sales of Dos Equis Lager Especial grew 10.2% to $325.3 amateur in the 52 weeks concluded Jan. 24, says bazaar analysis close IRI Worldwide. The amount of cases Dos Equis alien amid 2007 and 2015 grew by 34.8%, according to the company. Heineken estimates that about 25% of its approaching advance will appear from the Dos Equis brand, helped by its address to the growing citizenry of Latino men.

Though the specific appearance played in TV ads by adept amateur Jonathan Goldsmith, 77, will not be back, addition appropriately absorbing and acceptable adolescent man will yield his place, Katz says. Dos Equis affairs to adapt the accepted commercials in adjustment to accumulate their bend for a new bearing of customers.

"Culture has afflicted actual dramatically" aback the commercials debuted, Katz says. "Our Millennial drinker has afflicted absolutely dramatically, and the antagonism has alone exploded with the appearance of ability (beer). We just wish to accomplish abiding that the (Most Absorbing Man) adventure evolves."

Besides catapulting a about baby cast into the minds of beer drinkers, the Man developed a band following. The attack debuted regionally in 2007 and went civic in 2009, bound demography over the Internet and pop ability by alarming A lot of Absorbing Man Halloween apparel and amaranthine memes riffing on The Man's tagline, "I don't consistently alcohol beer, but if I do, I alcohol Dos Equis."

Fans accept co-opted the byword to account to even the a lot of banal activity events: "I don't consistently accomplishment a canteen of shampoo, but if I do, I leave it in the battery for the next two months." Numerous abstracts accept sprung up to account the countless one-liners that explain what makes the A lot of Absorbing Man so interesting. Sample: "Sharks accept a anniversary committed to him" and "Presidents yield his altogether off."

Goldsmith tells USA TODAY that the appearance has succeeded for a simple reason: He "made millions of humans smile over these abounding years," he says. "There is a absolute affiliation with the fun and actuality of the character, which I portray with the aforementioned joy and affection that is allotment of my own life."

And he has awash millions of dollars account of suds. The appearance was hatched as the craft-beer chic was emerging, helped after by the genre's address to Millennials. Sales by the case of ability brews added 11.5% in the 52 weeks concluded Jan. 24, while calm beer case sales grew just 0.6% in the aforementioned period, according to IRI World wide.

Working in Dos Equis' favor, though, is that alien beers are aswell acceptable added popular, with case sales up 9.7% in the accomplished year. Within the category, Dos Equis awash 8.1% added cases of its Lager Especial than in the antecedent 52-week aeon and was the fourth a lot of accepted beer abaft Heineken, Modelo Especial and Corona Extra.

Mexican beers are amenable for abundant of the advance in alien beer because "they are oftentimes advised added exceptional and address to both the growing Hispanic-American citizenry and consumers searching for a allotment of paradise," according to a address out from Euro monitor endure year. "Mexican beers accept an ambience of vacation and alleviation that appeals to abounding U.S. consumers."

What has fabricated Dos Equis ads so acknowledged is that they are both abrupt and aspirational, says Allen Adam  son, a business able and architect of Cast Simple Consulting. Dos Equis created a appearance "every guy wants to abound up and be like," Adamson says. "They went out and did something quirky. It has torn through and helped Dos Equis go from a bounded beverage to a big brand."

Dos Equis is absolution about no data about the new campaign, alone that a altered amateur will yield over as A lot of Absorbing Man after this year. The ads will accumulate their amount identity, though.

Dos Equis knows that change can be divisive, which is why the cast forth with the artistic bureau abaft the ads, Havas, accept spent the endure year and a bisected cerebration about the campaign's next move, says Jim Hord, Havas' controlling artistic director. The aboriginal abeyant hazard: "I anticipate humans see the appearance and Jonathan as the aforementioned person," he says. "Hopefully as we advance the campaign, they’ll get over that."

But first, Dos Equis will ride Goldsmith's abandonment for the next several months. The cast has affairs for a amusing media attack arch up to Cinco de Mayo application the adios amigo and will deliver life-size agenda cutouts of Goldsmith to grocery food and confined for admirers to affectation with. The cast will aswell accord barter the adventitious to win some of the A lot of Absorbing Man's possessions, like his mariachi suit, additional a admirable cost cruise to Mexico. Then, it will be time to move on.

"We’re examination this as an befalling to accompany new users forth with us," Katz says. "To accompany adolescent drinkers into the authorization who can bigger account to a altered A lot of Absorbing Man in the World."