I think this was a huge mistake. He almost single-handedly turned Dos Equis into one of the most respected imports. He also had a huge audience appeal and was in the process of creating a universally used phrase (I don’t usually do X but when I do….). Adios Dos Equis.

Dos Equis’ Most Interesting Man in the World pitchman is shipping off to Mars as the brand plans to replace him with someone “a bit more contemporary”

Source: Adios, Amigo: Dos Equis Exiles ‘Most Interesting Man’ to Mars