Dos Equis says ‘adios’ to ‘Most Interesting Man’ pitchman

This still image provided by Dos Equis shows a scene from one of the beer company's ads featuring actor Jonathan Goldsmith as the "Most Interesting Man in the World." Dos Equis said Wednesday, March 9, 2016, they are dumping Goldsmith for another actor, in an effort to attract younger drinkers. (Dos Equis via AP)

NEW YORK (AP) — Dos Equis is dumping the gray-haired spokesman known as the “Most Interesting Man in the World” for another actor.

The Mexican beer brand said Wednesday that the Most Interesting Man commercials will continue later this year without Jonathan Goldsmith, the 77-year-old actor who has appeared in Dos Equis ads since 2007.

In Goldsmith’s last commercial , he is shipped off in a rocket on a one-way trip to Mars. He utters the beer brand’s slogan — “Stay thirsty, my friends” — as the rocket takes off.

Andrew Katz, the brand’s vice president of marketing says Dos Equis is making the change to attract younger drinkers.

A replacement for Goldsmith has been chosen, but Katz declined to say who it is.

Dos Equis is owned by Amsterdam-based Heineken.