The Tasting Panel magazine

The Most Interesting Man in the World campaign has truly reached both the hearts and the minds of our consumers." paired with a Dos Equis cocktail—and climbed a mountain once inhabited by the ancient Zapotecs. Each of the Exemplars hopes to live up to The Most Interesting Man in the World, the classy Hemingway-like character played by actor Jonathan Goldsmith in the ongoing Dos Equis ad campaign. The brilliant concept has turned a once obscure Mexican brand into an instant popular culture hit. With The Man's admonition to "Stay thirsty, my friends," the beverage industry hasn't seen a character capture so much public interest since James Bond's "shaken not stirred." As with Bond, legions of men want to be The Most Interesting Man in the World. What was interesting to learn from the Exemplars was that many of them had never heard of Dos Equis before the Most Interesting campaign. Tapping into the Legend Since the campaign was introduced regionally in 2007 and nationally in 2009, the brand has experienced double-digit growth every year, becoming the fastest-growing import in the United States, according to Ryan V. Thompson, Brand Manager for Dos Equis, a subsidiary of Heineken. "The campaign coupled with real focus from our distributors on transformational distribution growth," Thompson says. "Really seizing the moment is what's given this brand the momentum that we've seen, and hopefully, it will continue to do so for some time." Thompson says that among its many 2012 strategies, Dos Equis plans to add 1,000 new draft placements with both Dos Equis Amber and Dos Equis Lager. Any bar that places Dos Equis on its menu automatically taps into the powerful marketing power that the Most Interesting campaign has created among young males. Whether they hear the commercial on the radio, see it on television, play a game on Facebook or join the League, the beer-buying demographic—males 21 to 34—are connected to the Dos Equis message, which can drive sales in any bar. "It goes without saying that the Most Interesting Man in the World campaign has truly reached both the hearts and the minds of our consumers," Thompson says. Just ask the Dos Equis Exemplars. They came from all walks of life, with one thing in common: They're in the target demographic. But more than that, they are adventurers willing to experience new things—the very special sub-demographic that Dos Equis appeals to with The Most Interesting Man in the World. There's probably no better example of the Dos Equis customer than 26-year-old Richard Ratcliff, who at a young age survived dialysis and a kidney transplant. Now, he's a Tampa Bay–based entrepreneur eager to transform businesses with his network marketing venture. He's young and wants to experience everything he THE MICHELADA ◗ 12 ounces Dos Equis ◗ ¼ cup fresh lime juice ◗ ½ teaspoon Worcestershire sauce ◗ ½ teaspoon hot sauce ◗ ¼ teaspoon soy sauce ◗ 2 tablespoons sal de gusano* ◗ Ice ◗ Rim a beer mug with lime juice and salt. Pour Dos Equis. Add remaining ingredients. Stir. *A powdered blend of salt, chili peppers and roasted gusano worm—a Oaxacan specialty. possibly can. Ratcliff had never heard of Dos Equis before the campaign. Here in Mexico, Ratcliff is wearing a Dos Equis apron, similar to The Man's, and trying to make a Michelada, a local Mexican cocktail. Admittedly, Ratcliff and the other Exemplars are novice cocktail-makers. As they squeeze the limes, juice sprays in their eyes. But they laugh it off and continue making the Michelada, later to be paired with the fried cricket hors d'oeuvre. When the drinks are served, their inexperience shows. Some are either too sour or too hot, and none has the Bloody Mary–like essence of the locally made Micheladas. But the contest wasn't really about becoming the best bartender; it was to experience the brand in a new light. Participant Richard Ratcliff. As he hoists his attempt at a Michelada for a toast, Ratcliff gives a boyish smile and softly says, "I'm having the best time." That is what the Dos Equis brand aspires to be: An experience, a snapshot in time, for interesting people. january/february 2012 / the tasting panel / 35

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