It was bound to happen, I guess. The company that owns Dos Equis beer is putting The Most Interesting Man in the World out to pasture. American actor Jonathan Goldsmith, who has played the part in TV commercials for almost a decade, had a wildly successful reign. From USA Today:

“The number of cases Dos Equis shipped between 2007 and 2015 grew by 34.8%, according to [Heineken, the parent company]. Heineken estimates that about 25% of its future growth will come from the Dos Equis brand, helped by its appeal to the growing population of Latino men.”

Mr. Goldsmith, now 77, has appeared in dozens of commercials chronicling his legend: “When he goes to Spain, he chases the bulls. … He’s won the same lifetime achievement award twice. … Bigfoot tries to get pictures of him. … He is the life of parties he has never attended.” In many of the spots, he was accompanied by a woman or women less than half his age, obviously adoring daughters. (Wait – you mean they weren’t?)

Heineken plans a big send-off for The Most Interesting Man leading up to Cinco de Mayo, including life-size cutouts of Mr. Goldsmith at bars and grocery stores. It eventually plans to reboot the campaign with a younger spokesman.

“We’re viewing this as an opportunity to bring new users along with us,” says the Dos Equis brand marketing VP. “To bring younger drinkers into the franchise who can better relate to a different Most Interesting Man in the World.”

Of course, the new Most Interesting Man’s ethnicity will be criticized. Latino? It’s Mexican beer; some idiots will bring up the Frito Bandito. White? Totally un-PC. Black? Not selling malt liquor here.

Conclusion: The marketing VP should begin putting together his resume now.