'Most Interesting Man' Retiring as Dos Equis Spokesperson

— -- After nearly a decade of global adventures and viral marketing campaigns, the beer brand Dos Equis has decided that perhaps its customers are thirsty for a new “Most Interesting Man in the World.”

Jonathan Goldsmith, 77, is retiring as the company's pitchman after a 9-year run.

Goldsmith said the decision was mutual. In his final ad for the company, Goldsmith is embarking on a one-way trip to Mars.

Dos Equis said its sales have nearly tripled since the introduction of the character in 2007.

The brand’s vice president of marketing, Andrew Katz, told the Associated Press that a new “Most Interesting Man in the World” has been chosen, but the company is not releasing the name of Goldsmith's replacement just yet.