After roughly nine years, the brewer of Dos Equis beer has decided maybe the world’s reigning “Most Interesting Man” isn’t so interesting anymore.
As a result, the tan, suave, impressively bearded “Most Interesting Man in the World” is about to embark on his final journey over the next few months before fading into the pantheon of advertising icons.
But the man, who jaunts around the world on enviable adventures while often surrounded by beautiful women, certainly made life more interesting — and successful — for the previously under-the-radar Mexican beer brand.
Dos Equis, owned by Amsterdam-based brewer Heineken, nearly tripled its business since the campaign was introduced, says Andrew Katz, vice president of marketing for Dos Equis. In the past year alone, sales of Dos Equis Lager Especial grew 10.2% to $325.3 million in the 52 weeks ended Jan. 24, says market research firm IRIWorldwide. The number of cases Dos Equis shipped between 2007 and 2015 grew by 34.8%, according to the 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.
https://youtu.be/PwyA367LfaY
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By Hadley Malcolm, USAToday, SouthFloridaReporter.com, Mar. 9, 2016
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