For the last 10 years Jonathan Goldsmith was The most interesting man in the world, who played the iconic character in Dos Equis commercials. The high-profile television ad campaign helped to nearly triple the business of Dos Equis in the United States and made Goldsmith a famous actor and a very popular meme. The commercials are best known for its tagline: I don’t always drink beer but when I do, I prefer Dos Equis.
Last year, Heineken, owner of the Dos Equis brand, decided to replace the 78-year-old American actor by 41-year-old French actor Augustin Legrand. In his last commercial Dos Equis sent Goldsmith on a one-way journey to Mars amid much acclaim, and the narration: "His only regret is not knowing what regret feels like".
Now, the actor is back in a commercial for Astral Tequila that borrows creative elements from the classic beer campaign. Referencing the Dos Equis line, the actor says “I told you, I don’t always drink beer,” and he ends with the words “Astral Tequila”.
The new commercial is a clear reference to the popular Dos Equis ads, but Astral does not infringe any rights to the brand character. "Astral Tequila has obliged by all trademark legal requirements," says a spokewoman of Davos Brands, the company which owns Astral Tequila as well as other brands Tyku Sake, Aviation American Gin and Sombra Mezcal.
Heineken seems to see it the same way. A Heineken USA spokeswoman says: "We thank Jonathan Goldsmith for his long-time contributions to the brand, and wish him the best in his next endeavors."