New 'Most Interesting Man' Actually Speaks Spanish

Introducing Augustin Legrand
By Evann Gastaldo,  Newser Staff
Posted Sep 7, 2016 10:50 AM CDT

(Newser) – There's a new "Most Interesting Man in the World" hawking Dos Equis beer, and this one speaks Spanish. The beer company offered up the first teaser trailer featuring Augustin Legrand (who's actually French) in the role Wednesday. Legrand is 41, more than three decades younger than the original "Most Interesting Man," Jonathan Goldsmith, and instead of recounting past adventures like Goldsmith did, Legrand will be shown actually living out adventures, USA Today reports. The teaser, for example, shows him karate-chopping a coconut in half and exploring a cave.

"He's more resourceful," says the chief marketing officer for Heineken USA, which owns Dos Equis. "(Our customers) were just ready to see the 'Most Interesting Man' in more challenging situations, in more contemporary situations." As for the choice to feature someone who speaks Spanish while selling a Mexican beer, "The reality of the drinker base is it’s much more multicultural than ever," says the vice president of marketing for Dos Equis. "And Spanish-dominant consumers are increasingly important." As AdWeek notes, the teaser trailer features a Spanish setting, and Legrand's first line as the Most Interesting Man is in Spanish. (Goldsmith has a most interesting legal strategy.)

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