Dos Equis revives The Most Interesting Man to fight slumping sales and stock struggles
Dos Equis is bringing back its famous The Most Interesting Man in the World campaign after a decade away. The move comes as the beer brand struggles with falling sales and a tough stock market. In 2025, its sales dropped by 8%, worse than rivals Modelo and Corona.
The revival will feature Jonathan Goldsmith, the original actor from the ads that first aired 20 years ago. The new commercial is set to air during the College Football Championship on ESPN, aiming to win back drinkers and boost the brand’s image.
Dos Equis has faced a difficult year. Sales fell by 8% in 2025, lagging behind competitors like Modelo and Corona. The decline has been linked to broader challenges, including President Trump’s immigration policies, which affected Latino consumers—a key market for the brand.
Heineken, the parent company of Dos Equis, has also struggled. Its US retail sales dropped by 9% in 2025, with Heineken 0.0 being the only brand in its portfolio to see growth. Weak consumer confidence and inflation led Heineken to cut its financial guidance twice last year.
To turn things around, Dos Equis is betting on nostalgia. The Most Interesting Man campaign, which became a pop culture hit after its 2006 debut, will return with Goldsmith reprising his role. Alison Payne, chief marketing officer of Heineken USA, hopes the revival will help Dos Equis hold or even grow its market share.
Meanwhile, Heineken is dealing with leadership changes. CEO Dolf van den Brink announced his resignation, effective May 31, 2026, after nearly six years in charge. No successor has been named yet, leaving the company in a period of transition.
The new ad campaign marks a bold attempt to revive Dos Equis’ fortunes. With sales slipping and competition fierce, the brand is counting on a familiar face to reconnect with drinkers. The success of the revival could play a key role in stabilising Heineken’s position in the US stock market.
