Most Interesting Man in the World to be "XX-ed" out

After nearly a decade of fascinating exploits as the face of Dos Equis, Jonathan Goldsmith, or "The Most Interesting Man in the World", will lay his title to rest. 

Dos Equis, owned by Amsterdam-based Heineken, nearly tripled its business over the course of the Goldsmith's reign, according to Vice President of Marketing at Dos Equis, Andrew Katz.

Goldsmith, at age 77, will be replaced by a younger actor deemed more relatable to younger generations.

"Culture has changed very dramatically" since the commercials debuted, Katz said. "Our Millennial drinker has changed quite dramatically, and the competition has only exploded with the advent of craft. We just want to make sure that the story evolves."

Goldsmith will have one last run over the next few months, primarily in Cinco de Mayo-themed ads.

While undoubtedly intriguing, the Most Interesting Man's taste in beer was comparatively uninspired. Here's to hoping the new Most Interesting Man will prefer a tequila barrel-aged Dos Equis lime gose.