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By John Glenday | Reporter

June 15, 2017 | 2 min read

The Most Interesting Man in The World, former face of Heineken’s Dos Equis brand, has ditched beer for tequila after his former employers Havas were dropped as campaign creatives in favour of Droga5.

It took just two days for Jonathan Goldsmith to find a new role with New York-based Davos brands quick to request Goldsmith’s services as the new face of Astral Tequila for a new ad spot, referencing his past ten years only in passing by saying: “I told you, I don't always drink beer.”

Goldsmith is an equity partner in the Mexican tequila brand, sales of which have been skyrocketing in the US of late to slake the thirst of a burgeoning Hispanic population as well as a growing desire to experiment with exotic drinks.

Heineken meanwhile have relaunched their Most Interesting Man series with a new younger actor, Augustin Legrand, in an overt pitch toward millennial drinkers.

Legrand hasn't gone down too well with everyone however, with some dismissing Legrand as a 'bore'.

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