Dos Equis is retiring the actor behind their famed spokesman, "The Most Interesting Man in the World." The Mexican beer brand announced the end of his commercial run on Wednesday.

The campaign ran for nearly nine years with the now 77-year-old Jonathan Goldsmith playing the character; Dos Equis plans to replace him with a younger Most Interesting Man. His tagline "I don't always drink beer, but when I do, I drink Dos Equis," worked so well that it inspired endless parody catchphrases and Halloween costumes.

Sources: TIME | YouTube: Dos Equis | The New Yorker