Dos Equis brings back ‘Most Interesting Man’ commercials amid declining beer sales

Dos Equis Revives Iconic "Most Interesting Man" Campaign

After a ten-year break, Dos Equis is reintroducing its legendary "The Most Interesting Man" advertising series in hopes of revitalizing the struggling brand.

The Mexican lager, owned by Heineken, experienced a decline in sales last year, reflecting a wider trend of reduced beer consumption. Company leaders are optimistic that the return of this memorable campaign will help renew enthusiasm for the brand, which has been around for nearly 130 years.

Alison Payne, Heineken USA’s chief marketing officer, acknowledged the challenges facing the beer industry. She noted that during the campaign’s original run from 2006, Dos Equis saw its sales triple. “We’re optimistic this revival will boost sales,” she said.

Debuting two decades ago, the campaign quickly became a cultural phenomenon, inspiring spoofs on shows like “Saturday Night Live” and turning actor Jonathan Goldsmith into a household name. Goldsmith is set to reprise his role in a new 60-second commercial airing during the College Football Championship on ESPN.

Dos Equis is in need of renewed attention. In 2025, retail sales fell by 8%, a sharper decline than competitors Modelo and Corona, which each dropped by 2%, according to NIQ data shared with CNN by Bump Williams Consulting.

The brand also faces challenges linked to former President Donald Trump’s immigration policies. Many Latino customers, regardless of immigration status, have become more hesitant to shop or host large gatherings. This trend has also negatively impacted Corona’s sales.

Dave Williams, president of Bump Williams Consulting, explained, “Ongoing immigration enforcement and ICE activities continue to affect the shopping habits of certain consumers, and these pressures show no sign of easing as we enter the new year.”

Payne told CNN that Dos Equis has faced particular difficulties because of its strong appeal to Hispanic consumers, but added that all Heineken brands are feeling the effects of inflation and low consumer confidence.

Heineken, which also produces Amstel and Birra Moretti, reduced its financial outlook twice last year as higher living costs led customers to cut back on beer purchases. The company anticipates a drop in profits when it reports its annual results in February.

This week, Heineken announced that CEO Dolf van den Brink is stepping down after six years, signaling deeper issues for the Amsterdam-based brewer. A successor has not yet been named.

Compared to giants like Budweiser and Molson Coors, Heineken holds a smaller share of the U.S. market. Last year, retail sales for Heineken brands in the U.S. fell by 9%, according to NIQ data. The only Heineken product to see growth was its non-alcoholic option, Heineken 0.0.

Looking Ahead: Can Nostalgia Boost Sales?

Payne remains hopeful that the return of a familiar face will help Dos Equis retain or even expand its market share.

“Even though we said goodbye to the most interesting man, he never really left the cultural spotlight,” she explained, pointing out that younger audiences know the character through popular memes inspired by the ads.

Williams praised the original campaign’s impact but questioned whether nostalgia alone is enough to restore Dos Equis to a leading position in the now highly competitive Mexican import market.

“Still, there’s a significant base of Mexican beer consumers nationwide. If this campaign can help rebuild brand recognition and position Dos Equis as a strong alternative to rivals, it could be a positive step toward regaining lost market share,” he added.