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Story summary
- Dos Equis revived its 'Most Interesting Man in the World' campaign featuring Jonathan Goldsmith to combat declining beer sales amid competition from craft beers and hard seltzers.
- Retail sales dropped 8% in 2025, underperforming Modelo and Corona.
- The campaign originally launched in 2006 and significantly boosted sales during its run.
- Alison Payne, CMO of Heineken USA, says inflation and immigration concerns affect Hispanic beer purchases, while the revival remains uncertain.
