When Jonathan Goldsmith got the gig in 2006 as the star of the Dos Equis “Most Interesting Man in the World” campaign, he probably didn’t expect he would never need another role. But here we are 11 years later, and Goldsmith is still getting work out of his “Most Interesting Man” character.

Though Goldsmith and Dos Equis parted ways last year, with the beer company introducing a new Most Interesting Man, Goldsmith has brought his famous persona to a new drink, Astral Tequila.

In a new commercial, published on Ad Age, Goldsmith sits in a crowded bar reminiscent of the one in the Dos Equis spots, as acoustic Latin music plays. Someone pours him tequila, and he clinks his glass and comments to a woman that, “I told you I don’t always drink beer.”

It’s a pretty sharp ad, seizing on the punchline of the Dos Equis commercials without stealing too much of their (potentially copyrighted) verbiage. Astral doesn’t tell us this is the Most Interesting Man in the World, but we already know.

And so Astral gets a clever campaign, while Goldsmith gets to reprise his most successful role. Not bad for a Jewish guy faking a Latin accent to sell Mexican drinks.

About Alex Putterman

Alex is a writer and editor for The Comeback and Awful Announcing. He has written for The Atlantic, VICE Sports, MLB.com, SI.com and more. He is a proud alum of Northwestern University and The Daily Northwestern. You can find him on Twitter @AlexPutterman.