The man known across the globe as “the most interesting man in the world” is back in the spotlight with a new venture, but this time, he’s traded in his Dos Equis beer for something a little stronger: tequila.
Jonathan Goldsmith, a Bronx native and a lifelong actor, has played more than 400 roles across television, film, and theatre, but that’s probably not how you recognise him. For 10 years, he was the face of a famous Dos Equis campaign that dubbed him “the most interesting man in the world.”
Last year, at the conclusion of Goldsmith’s contract with Dos Equis, the beer company decided that it wanted to go with someone younger to keep the brand fresh. This left the world’s most interesting man in a position he hadn’t been in for over a decade — looking for work.
The popularity of the Dos Equis campaign was so great, he figured surely someone would want to exploit it.
He recently told Business Insider about an offer he received from another beer company a few years into his Dos Equis gig.
He said: “They told me, ‘The day that campaign ends, we’ll give you $US1 million for one day’s work. Just look into the camera holding our beer and say: ‘I once made a mistake.””
That opportunity never came to be, but an even better one was right on his doorstep.
Goldsmith said he has always enjoyed a cocktail or two along with a cigar most nights. His preferred cocktail has always been scotch.
But after he was introduced to Master Sommelier Richard Betts, the ninth person to pass the master sommelier test on the first try, Goldsmith found his new preferred spirit: tequila.
Betts walked Goldsmith through the process of how his tequila, Astral Tequila, is produced. Goldsmith was fascinated by the care that went into making this tequila, calling it “almost romantic.” It’s made the old-fashioned way and takes five to 10 times longer to make than other tequilas.
Goldsmith decided to join the company as a spokesperson. Astral Tequila is owned by New York-based spirits company Davos Brands.
The process wasn’t the only aspect of Astral that intrigued Goldsmith. He also loved the taste, claiming it has an earthy feel that reminds him of scotch. Science probably will never be able to back up his claim, but he swears that he’s never gotten a hangover from Astral.
He loves the tequila so much that he didn’t want to just get involved by becoming the spokesman — he also took an equity stake in the company.
There’s plenty more to the most interesting man in the world, which can be found in his book, “Stay Interesting: I Don’t Always Tell Stories About My Life, But When I Do They’re True and Amazing.”
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