Overview
- The character returns in a 60-second ad during Monday’s College Football Championship on ESPN, restoring the familiar tagline and Western-themed music.
- Jonathan Goldsmith, 87, reprises the role after company research found that 83% of consumers exposed to the original ads wanted the character back.
- Dos Equis’ U.S. retail sales fell about 8% in 2025, steeper than declines at Modelo and Corona, which helped drive the decision to relaunch the campaign.
- Parent company Heineken faces softer demand and has announced that CEO Dolf van den Brink will step down in May following guidance cuts in 2025.
- The revival adds store displays, social content, and live events, aligning with a broader industry turn to seasoned spokespeople as non-alcoholic options grow 22% to $925 million in 2025.