Overview
- Jonathan Goldsmith reprises the role in a 60-second spot set to air Monday during the College Football Playoff title game on ESPN.
- Brand testing guided the return to an older, wisdom-focused figure, and a company survey found about 83% of exposed consumers wanted the character back.
- Retail sales for Dos Equis fell roughly 8% in 2025, a steeper drop than rivals Modelo and Corona, which each declined about 2%, according to NIQ data.
- Parent company Heineken has warned of weaker profits and said CEO Dolf van den Brink will step down in May after six years in the role.
- Category headwinds include rising non-alcoholic spending—up 22% to $925 million in 2025, per NIQ—and reduced shopping and celebrations among some Latino consumers tied to immigration enforcement, according to Bump Williams Consulting.