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Historic Beer Birthday: George Wiedemann

February 7, 2026 By Jay Brooks Leave a Comment

Today is the birthday of George Wiedemann (February 7, 1833-May 25, 1890). He was born in Eisenach, Stadtkreis Eisenach, Thüringen, Germany, and “came to the United States as a young man in 1854. first finding work in the brewing industry in New York, Louisville, and Cincinnati. He moved to Newport, Kentucky in 1870, and founded the George Wiedemann Brewing Co., which became Kentucky’s largest brewery.” After his death, his sons continued to run the business. After prohibition, the brewery merged with G. Heileman Brewing Company, and in 1967 was operated as the Wiedemann Division of the G. Heileman Brewing Company, Inc. The brewery was closed in 1983.

This short bio is from Widemann’s Find-a-Grave page:

Businessman, Beer Magnate. Came to the United States in 1855 from Eisenach, Germany. He obtained his experience while working for a brewer in Williamsburg, New York. In 1870 he moved to Newport, Kentucky and began working for a brewer named John Butcher. In 1878 he bought out the interest of John Butcher, and two years later he purchased the Constans Brewery and built a new brewery in Newport, Kentucky, which carried his name. The George Wiedemann Brewing Comapany remained under family control, until August 1, 1967, when it was sold to the G. Heileman Brewing Company of LaCrosse, Wisconsin.

And this is from his Wikipedia page:

Wiedemann was born in Eisenach, Germany, in 1833. He came to the United States as a young man in 1854. first finding work in the brewing industry in New York, Louisville, and Cincinnati.[1] He moved to Newport, Kentucky in 1870. He was the founder of the George Wiedemann Brewing Company, which became Kentucky’s largest brewery. It was located at 601 Columbia Street in Newport, Kentucky. Wiedemann beer was synonymous with Newport. Wiedemann promoted itself as “America’s only registered beer” and often used humorous radio commercials as part of its advertising campaigns.

Wiedemann married Agnes Rohman and they had six children. Newspaper accounts described Wiedemann as an honest man with a natural sociability and a dignified businessman.

On May 28, 1890, George Wiedemann became ill and died at his home at 188 East Third St in Newport. The business was continued to operate by his sons, George Jr. and Charles.

Wiedemann Brewing was merged with G. Heileman Brewing Company, in 1967 and was operated as Wiedemann Division, G. Heileman Brewing Company, Inc. The primary brands were Wiedemann Fine Beer, Royal Amber Beer, Blatz Beer/Cream Ale and other assorted Heileman labels. The brewery was closed in 1983.

The Wiedemann name was then sold and was brewed by the Pittsburgh Brewing Co. in Pittsburgh, Pennsylvania until 2007 when the brand was dropped.

2012, a Newport, Kentucky company, Geo. Wiedemann Brewing Company, LLC, re-established the brand and started brewing Wiedemann Special Lager as a small-batch, craft beer. The name, the recipe, logo and all intellectual rights were bought out by beer brewer and journalist Jon Newberry. In 2018 Jon and wife, Betsy purchased an old funeral home in Cincinnati and after a few years of renovating the old building it opened up not only a brewery but a taproom and restaurant.

In 2019 the Sipple Family, Covington natives, bought the home of George Wiedemann, Jr. at 401 Park Avenue. The historic home has been renovated and is now utilized as a place of business for the 2nd generation family business, Centennial Talent Strategy and Executive Search. Centennial, a family business like the Wiedemann Brewery Company, is one of the Greater Cincinnati region’s largest and most prominent firms in their industry. 401 Park Avenue is also the home of IMPACT Cowork, an executive coworking and meeting rental space, and Talent Magnet Institute, a consulting firm, with a weekly podcast recorded in the historic building.

George Wiedemann was born in Eisenach,Thüringen, Prussia. He was educated in the brewer’s art in Saxony and in 1853 at the age of 19 years, emigrated to America. Wiedemann found immediate employment in a brewery in the Williamsburg neighborhood of Brooklyn, New York, but it being not to his liking he remained there only three months.

Upon his release Wiedemann moved 750 miles southwest to Louisville where he had found a position in another brewery. Six months later he was hired away by Frank Eichenlaub to work in his brewery in the Walnut Hills neighborhood of Cincinnati. The addition of John Kaufmann as partner in the Eichenlaub firm inspired the erection of a second brewery on Vine Street, over which Wiedemann was made foreman.

In 1856 Wiedemann was joined in marriage to another German emigre Agnes Rohmann. The union produced four children, including sons Charles and George Junior.

Wiedemann presided over Eichenlaub’s Vine Street Brewery until 1870, when he took his savings and bought a minority share in John Butcher’s brewery in Newport Kentucky. The business was ideally located but Butcher was modest in ambition. Ambition was a trait Weidemann had in spades, though, and the partners quickly grew the brewery from 15 barrels a day to the largest in Kentucky. When Butcher retired from the firm in 1878 Wiedemann continued as sole proprietor.

By this time Wiedemann’s sons Charles and George Jr. were employed in the firm. Their education in the business proved so thorough that when the elder Wiedemann died unexpectedly at age 57 the transition of management to his sons was seamless. George Wiedemann died on the 25th of May 1890. His sons Charles (age 32) and George Jr. (age 24) carried the business on into the 20th century.

The family brewery operated through Prohibition and two World Wars. The firm was sold in 1967 to the G. Heileman Brewing Co. of La Crosse, Wisconsin, and closed in 1973, a little over a century after George Wiedemann persuaded John Butcher to think big.

This is from the Northern Kentucky Tribune, an article entitled “Our Rich History: George Wiedemann, Northern Kentucky’s Beer Baron and his Brewery.”

George Wiedemann (1833-1890) came to America from Germany in 1854, and after several years in the New World founded a brewery in Newport, Kentucky that became the largest south of the Ohio River and east of the Mississippi River, as well as a brewing family dynasty that lasted for four generations.

Wiedemann was born in Eisenach in Saxony-Weimar, a province of the Kingdom of Prussia. It also was the birthplace of Martin Luther. The Wartburg, where Luther translated the Bible into German, overlooks the town. It was also not far from Mühlhausen, the hometown of John A. Roebling, who like many others, immigrated due to discontent with the socio-political conditions in the German states.

In 1854 at age 21, Wiedemann, who had learned the brewing trade by means of the apprenticeship system, joined the waves of German immigration that surged after the failure of the 1848 Revolution. After arrival in New York, he quickly found work in one of New York’s forty breweries, but then moved on to Louisville, which had a growing German population.

At the time, many native-born Americans feared the arrival of the Forty-Eighters, the refugees of the 1848 Revolution, as well as the large number of Catholics. This nativist antipathy gave rise to hostilities across the country, and to a riot known as Bloody Sunday in Louisville in August 1855. Not surprisingly, Wiedemann headed for Cincinnati’s Over-the-Rhine district.

He found a job at the brewery of Franz Eichenlaub, and worked his way up to Braumeister. Eichenlaub’s son-in-law, John Kauffman, took over the brewery, which was located on Vine Street in Over-the-Rhine, and it became known as the Kauffman Brewery. Wiedemann remained there for fifteen years, gaining much valuable experience in operating a brewery.

By 1870 Over-the-Rhine had a sizable number of breweries, so starting a brewery there would have been a challenge. Fortunately, Wiedemann had a friend, Johannes Butscher, across the Ohio River in Newport who was from his hometown. So in 1870, he partnered with him to form the Butscher & Wiedemann Brewing Co., with Wiedemann working as Braumeister. In 1878, he bought out his partner, taking full control of the brewery. In 1888, he rebuilt the entire brewery complex, with all the latest refinements and inventions in brewing. Pictures show that it was a wonderful example of German-American brewing architecture, built in the style known as German Romanesque Revival.

The Wiedemann Brewery also featured a Bavarian-style Gasthaus with a Bierstube for visitors. The reception area was adorned with murals on the ceiling, and the office was state of the art with telephones and typewriters. And Wiedemann’s office was truly fitting for a beer baron. The well-known architect Samuel Hannaford designed the brewery stable that housed 150 horses, all of which were needed for the horse-drawn beer wagons.

The Wiedemann Brewery was well known for its Bavarian Lager and its Bohemian Pilsner. The latter became popular after the 1873 Vienna International Exposition, and many brewers from the U.S., including Wiedemann, introduced the brew here. This was more yellow in color than a golden Lager, more light-bodied and had a foamy head with smooth creamy flavor.

Filed Under: Birthdays, Breweries, Just For Fun Tagged With: Ohio, United States

Historic Beer Birthday: George Wiedemann Jr.

February 6, 2026 By Jay Brooks Leave a Comment

Today is the birthday of George Wiedemann Jr. (February 6, 1866-March 26, 1901). He was born in Cincinnati, Ohio, the son of George Wiedemann Sr., who founded the George Wiedemann Brewing Co. in 1870, in Newport, Kentucky. After his father passed away in 1890, he and his brother sons continued to run the business. After prohibition, the brewery merged with G. Heileman Brewing Company, and in 1967 was operated as the Wiedemann Division of the G. Heileman Brewing Company, Inc. The brewery was closed in 1983.

This is Wiedmann Junior’s obituary from the American Brewers’ Review from April 20, 1901:

Here’s another obituary from the Kentucky Advocate West:

And this obit is from the Cincinnati Enquirer:

And finally, this is from the Cincinnati Post:

Filed Under: Birthdays, Breweries, Just For Fun Tagged With: Ohio, United States

Beer Birthday: Jaime Jurado

January 15, 2026 By Jay Brooks

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Today is the birthday of Jaime Jurado, who for many years was the Director of Brewing Operations for the Gambrinus Company, which included several beer brands and breweries, such as Shiner, BridgePort, Pete’s Wicked and Trumer. A couple of years ago, he moved to Pennsylvania, where he was the brewmaster at Susquehanna Brewing Co. in Pittston, then moved back south, this time to Louisiana, where for five years he was the Director of Brewing Operations at Abita Brewing. After that, he struck out on his own, and was doing brewery consulting and for a time was Vice-President of two start-ups, Ennoble Beverages and JHH. These days, he’s the GM at the 49th State Brewing Co. in Anchorage, Alaska. Jaime’s an incredibly talented brewer. More importantly, Jaime is one of the nicest people I know in the business. Join me wishing Jaime a very happy birthday.

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A blushing Jamie at OBF in 2006.
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Jamie with Lars Larson, brewmaster of Trumer Brauerei, at the Celebrator 18th anniversary party.
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Jamie (far left) with some NBWA luminaries at the 2008 NBWA welcome reception. From left, Jamie, Lucy Saunders (the Beer Cook), Charlie Papazian (President of the Brewers Association), Kim Jordan (from New Belgium Brewing) and Tom Dalldorf (from the Celebrator Beer News).
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Jamie with Todd and Jason Alström, founder of Beer Advocate, at the 2008 GABF.

Filed Under: Birthdays, Just For Fun Tagged With: Jamaica, Louisiana, Pennsylvania, Texas, United States

Historic Beer Birthday: Joseph Coors Sr.

November 12, 2025 By Jay Brooks

coors-red
Today is the birthday of Joseph Coors Sr. (November 12, 1917–March 15, 2003). He was the grandson of brewery founder Adolph Coors and president of Coors Brewing Company. “After graduation, he began work in the Coors Porcelain Co., the porcelain business that helped the company survive Prohibition. With his brother William Coors (whose desks were located only one foot apart), Joseph refined the cold-filtered beer manufacturing system and began America’s first large-scale recycling program by offering 1-cent returns on Coors aluminum cans. He served one term as a regent of the University of Colorado in 1967-1972, attempting to quell what he considered to be campus radicalism during the Vietnam war. He served as president of Coors in 1977-1985, and chief operating officer in 1980-1988. His leadership helped expand Coors beer distribution from 11 Western states in the 1970s to the entire USA by the early 1990s.”

This short biography is from Find-a-Grave:

Businessman. Brewery magnate and leading member of the Coors Brewing family and company founded by his grandfather. Worked at the Coors Brewery in Golden, Colorado, starting in 1946 as technical director, became Executive Vice President in 1975, President in 1977, and Chief Operating Officer from 1985-1987. Engaged in an intense conforation with labor over an effort to unionize the Coors Brewery. An outspoken conservative who helped establish (with Paul Weyrich) The Heritage Foundation, The Independnce Institute (Golden, Colorado), and the Mountain States Legal Foundation. Elected to one term as a Regent of the University of Colorado (1966). Member of the ‘kitchen cabinet’ of President Ronald Reagan.

And this brief biography of Joe Coors is from CoorsTek:

Joseph Coors, Sr., one of Adolph Jr.’s sons, assumed leadership at the pottery in 1946 and began the process of becoming the industrial ceramic technology leader. He started the first formal R&D group at Coors Porcelain and strengthened the technical and design staff.

Here’s his obituary from CBS News:

Joseph Coors, who used his brewing fortune to support President Reagan and help create the conservative Heritage Foundation, has died at age 85.

Coors, whose grandfather founded Golden-based Adolph Coors Co. in 1873, died Saturday in Rancho Mirage, Calif., after a three-month battle with lymphatic cancer.

In the 1970s, Coors began providing money and his famous name to start the Heritage Foundation, the influential think tank in Washington, D.C. Even earlier, he served as one of Reagan’s advisers and backers in the “kitchen Cabinet,” which financed Reagan’s political career from the governorship of California to the White House. The two first met in Palm Springs, Calif., in 1967.

“Without Joe Coors, the Heritage Foundation wouldn’t exist — and the conservative movement it nurtures would be immeasurably poorer,” the foundation’s president, Edwin Feulner, said in a statement.

In 1988 he retired as chief operating officer. He remained a director until three years ago.

Coors used his chemical engineering background to refine the brewery’s cold-filtered beer manufacturing system, which he created with his brother Bill. The brothers also initiated what is believed to have been the first large-scale recycling program by offering a one cent return on Coors’ aluminum cans in 1959.

Until the 1970s, Coors beer was sold in 11 just Western states. But aggressive competition from industry giants Anheuser-Busch and Miller Brewing prompted the company to expand. By the early 1990s, Coors was available nationwide. It is the third-largest brewer in the United States.

But the company was the object of sometimes bitter criticism from activists who criticized Coors’ politics and accused the company of a variety of violations of labor and environmental laws and bias against gays and other minorities.

In 1977, labor unions launched a boycott after a bitter 20-month strike. The boycott ended 10 years later after the company agreed to forgo erecting legal roadblocks often used by management against an attempt to organize its workforce. The following year, Coors employees turned down Teamsters representation.

Born in Golden on Nov. 12, 1917, Coors was educated in public schools. He graduated from Cornell University in Ithaca, N.Y., in 1940 with a degree in chemical engineering.

His first job at Coors Co. was with the company’s ceramics division, working in the clay pits west of Golden where the raw material for porcelain was mined. The porcelain business, purchased in the early 1900s, helped keep the company afloat during Prohibition, when the brewery produced malted milk and near-beer.

Coors also served a term as a regent of the University of Colorado, confronting what he saw as campus radicalism during the Vietnam War.

Coors and his brother worked in the same office, their desks not more than a foot apart. But Bill Coors said their politics were quite different.

“He was very principled and dedicated. But we got along a lot better if we didn’t talk politics,” Bill Coors said. “He was conservative as they come. I mean he was a little bit right of Attila the Hun.

In addition to his brother, he is survived by his wife, Anne; five sons, Joseph Jr., Jeffrey, Peter, Grover and John, all of the Golden area; 27 grandchildren; and eight great-grandchildren.

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Filed Under: Birthdays, Just For Fun Tagged With: Colorado, History, United States

Beer Birthday: Thomas Kerns

October 27, 2025 By Jay Brooks

big-island-brewhaus

Today is the 60th birthday — The Big 6-O — of Thomas Kerns, who is the owner and brewmaster of the Big Island Brewhaus in Kamuela, Hawaii. He’s originally from Oregon, and started brewing commercially for a McMenamins Pub brewery. When I met him he was the head brewer for Maui Brewery, and he was there for over ten years before striking out on his own, which opened in 2008. I first got to know Thomas a bunch of years ago when we roomed together for GABF judging. Join me wishing Thomas a very happy birthday.

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Visiting Thomas at his brewpub last August during a family vacation to Hawaii.
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Thomas with Garett Marrero when he was still at Maui Brewing.

Filed Under: Birthdays, Just For Fun Tagged With: Hawaii, Oregon, United States

Beer Birthday: Fred Karm

October 26, 2025 By Jay Brooks

hoppin-frog
Today is the 62nd birthday of Fred Karm, who is the owner and brewmaster of Hoppin’ Frog in Akron, Ohio. While he’s been brewing since 1994, Fred opened his own place in 2006 (and later a separate tasting room) and has been making some great beer there ever since. I first met Fred at the RateBeer Best Awards, when I emceed the first awards show in 2016. He’s one of the most energetic and passionate people I’ve met in the beer industry. Join me in wishing Fred a very happy birthday.

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Fred and me at the RateBeer Best Festival in 2017.
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After the RateBeer Best Awards show in 2016.

Filed Under: Birthdays, Just For Fun Tagged With: Ohio, United States

Historic Beer Birthday: William Treadwell Van Nostrand

October 7, 2025 By Jay Brooks

van-nostrand-bunker-hill

Today is the birthday of William Treadwell Van Nostrand (October 7, 1821-January 4, 1901). He bought the Bunker Hill Breweries, located in Charlestown, Massachusetts (which today is part of Boston), which had been founded in 1821. In 1878, Alonzo Gilford became a partner and took over the brewery from his father. It was originally known as the John Cooper & Thomas Gould Brewery, and Crystal Lake Brewery, but he renamed it the Wm. T. Van Nostrand & Co. Brewery in 1877, though they used the trade name Bunker Hill Breweries Brewery from 1890 on. It remained open until prohibition, but reopened briefly after repeal as the Van Nostrand Brewing Co., but lasted less than a year, closing in 1934.

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Here’s an obituary of Van Nostrand from the American Brewers Review:

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The Bunker Hill Brewery in 1897.

This is from a biography in the Biographical History of Massachusetts of his son, Alonzo Van Nostrand, but includes biographical information on the father, William Treadwell Van Nostrand.

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Van Nostrands Owl-Musty Ale-1906

And this is a history of the Bunker Hills Breweries from “100 Years of Brewing History:”

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Van-Nostrand-October

Filed Under: Birthdays, Breweries, Just For Fun Tagged With: Massachusetts, United States

Historic Beer Birthday: Alois Alexander Assman

October 3, 2025 By Jay Brooks

Today is the birthday of Alois Alexander Assman (October 3, 1856-August 4, 1900). He was born in Moravia, Austria-Hungary, in what today is the Czech Republic. At 18, he began working in breweries and attended the American Brewing Academy. When he died suddenly after being struck by a train, he was the brewmaster of the Crescent Brewing Co., of Washington, Pennsylvania, which had been founded in 1896, but closed due to Prohibition in 1920, and never reopened after repeal.

This is Assman’s obituary from the American Brewers’ Review:

Filed Under: Birthdays, Breweries, Just For Fun Tagged With: Czech Republic, Pennsylvania, United States

Beer Birthday: Jonathan Goldsmith

September 26, 2025 By Jay Brooks

dos-equis
Today is the birthday of Jonathan Goldsmith (September 26, 1938- ), who “is an American actor. He began his career on the New York stage, then started a career in film and television. He appeared in several TV shows from the 1960s to the 1990s.” And if that were all, he wouldn’t be here, but he’s probably best known now “for appearing in television commercials for Dos Equis beer, from 2006 to 2016, as the character ‘The Most Interesting Man in the World.'” I confess that I’ve never been a fan of the Dos Equis ad campaign and wrote a post against it back when it began because I hated the “stay thirsty, my friends” tagline. I probably got more angry comments over the years about my negative reaction than any other post I wrote. And while I’ve never come around on that aspect of the campaign, I do have to admit it’s been very successful. It’s certainly not the first time I’ve been in the minority opinion on something. I briefly met Goldsmith at a comedy event in Napa a few years ago, and he was certainly an interesting person. Despite my protestations, his character has certainly become iconic in the decade Dos Equis ran with it.

Here’s his biography, from his Wikipedia page:

Goldsmith was born on September 26, 1938, in New York. His mother was a model and his father was a gym teacher. His parents were Jewish. Goldsmith graduated from Boston University in 1958, after which he pursued an acting career.

Jonathan has made over 350 television appearances in his career. Among them was the role of Marvin Palmer in the 1964 Perry Mason episode, “The Case of the Blonde Bonanza.” To advance his acting career, Goldsmith moved to California from New York in 1966.[6] Like many aspiring actors, he found it difficult to gain enough acting work to survive and wound up working various jobs, including driving a garbage truck and working in construction, to help make ends meet.

During his early years in film, Goldsmith performed as “Jonathan Lippe”, having taken the name of his stepfather at the age of six. He subsequently changed his professional name back to his birth name, later recalling, “It always made me feel bad for my father, who never caused me any grief about it…. As my career grew and my son was born, I changed my name back to my real name, Goldsmith, so my father could enjoy his son’s success and have a grandson to carry his name as well.”

Goldsmith first established himself as an actor in Western films, with 25 such appearances. In the 1976 film The Shootist, Goldsmith played a villain who was shot between the eyes by hero John Wayne, who fired blood capsules from a special pellet gun at point blank range into Goldsmith’s face for seven painful takes.

Goldsmith also made guest appearances on 45 television series, including Gunsmoke; Adam-12; Knight Rider; CHiPs; Eight Is Enough; The Rockford Files; Hawaii Five-O; Barnaby Jones; MacGyver; Murder, She Wrote; Charlie’s Angels; Petrocelli; Manimal; The Fall Guy; Dynasty; T.J. Hooker; Hardcastle and McCormick; Magnum, P.I.; Knots Landing; and The A-Team, as well as a few made-for-TV movies. His longest run in a television series was on Dallas, in which he appeared 17 times.

In the 1980s Goldsmith started network marketing businesses (waterless car wash products) Dri Wash & Guard, and also SPRINT which was successful enough to allow him to “retire” from the Hollywood scene; he purchased an estate in the Sierra. He taught theater at Adelphi University in Garden City, New York from 1999-2004. He moved onto a large sailboat moored in Marina del Rey. As of 2011 he and his wife Barbara (who was his agent when he obtained the Dos Equis role) are moving to a house in the area of Manchester, Vermont.

Starting in 2016 Goldsmith writes for True.Ink, a web site that “celebrates The Noble Pursuit, a mix of adventure, expertise, and kindness.”

Beginning in April 2007 and continuing through 2015, Goldsmith had been featured in a high-profile television ad campaign, promoting Dos Equis beer. The campaign, which transformed Goldsmith into “the most interesting man in the world”, has been credited for helping to fuel a 15.4 percent sales increase for the brand in the United States in 2009 and also made him into a very popular meme.

Goldsmith landed the Dos Equis gig by auditioning for the role. Auditioners were given the ending line “…and that’s how I arm wrestled Fidel Castro” and asked to improvise. Goldsmith began his audition by removing one sock and then improvised for 30 minutes before reaching the concluding line. The character was inspired by his deceased sailing partner and friend Fernando Lamas.

On March 9, 2016, Dos Equis announced that it would replace Goldsmith in the role as the “Most Interesting Man in the World”, saying that the brand hoped to “reboot (the character) in a way that’s relevant for today’s drinker so the brand doesn’t get stale.” In September 2016, French actor Augustin Legrand (who also speaks English and Spanish) became the new “Most Interesting Man in the World”.

In June, 2017, he returned to television advertising; he switched to tequila, and does ads for Astral Tequila.

interesting-man

And this is the Wikipedia entry for The Most Interesting Man in the World:

The Most Interesting Man in the World is an advertising campaign for the Dos Equis brand of beer. The ads feature “the world’s most interesting man,” a bearded, debonair gentleman, with voiceovers that are intended to be both humorous and outrageous. The advertisements first began appearing in the United States in 2006 and have since then become a popular Internet meme.

The advertisements first began appearing in the United States in 2006, with The Most Interesting Man in the World portrayed by American actor Jonathan Goldsmith, and Frontline narrator Will Lyman providing voiceovers. They were produced by the marketing firm Euro RSCG (now Havas Worldwide) for Cuauhtémoc Moctezuma Brewery.

Goldsmith landed the Dos Equis gig by auditioning for the role. Auditioners were given the ending line “…and that’s how I arm wrestled Fidel Castro” and asked to improvise. Goldsmith began his audition by removing one sock and then improvised for 30 minutes before reaching the concluding line. The character was inspired by his deceased sailing partner and friend Fernando Lamas.

In March 2016, Dos Equis announced Goldsmith’s retirement from the role, with a commercial sending him on a one-way journey to Mars amid much acclaim, and the narration: “His only regret is not knowing what regret feels like”. In September, they introduced French actor Augustin Legrand as Goldsmith’s replacement

The Goldsmith advertisements feature an older bearded, debonair gentleman. They also feature a montage (mostly in black and white) of daring exploits involving “the most interesting man” when he was younger, in which the character is played by actor Claudio Marangone.

The precise settings are never revealed, but he performs feats such as freeing an angry bear from a painful-looking bear trap, shooting a pool trick shot before an audience (by shooting the cue ball out of the mouth of a man lying on the pool table), catching a marlin while cavorting in a Hemingway-esque scene with a beautiful young woman, winning an arm-wrestling match in a South American setting, surfing a killer wave, and bench pressing two young women, each seated in a chair, in a casino setting. The voiceovers themselves are intended to be both humorous and outrageous, and include humorous undertones such as his giving his own father “the talk”, experiencing an awkward moment just to know how it felt, and finding the Fountain of Youth but not drinking from it, “because he wasn’t thirsty”. Other feats are more centered on his physical abilities and personality. These include his small talk changing foreign policies, parallel-parking a train, and slamming a revolving door.

At the end of the advertisement, the most interesting man, usually shown sitting in a night club or other social setting surrounded by several beautiful young women, says, “I don’t always drink beer. But when I do, I prefer Dos Equis.” Each commercial ends with him stating the signature sign-off: “Stay thirsty, my friends.”

There are secondary advertisements that are similar to the final part of the original advertisements. They feature the man sitting in a social setting, surrounded by beautiful young women, conveying a short opinion to the viewer on certain subjects, such as bar nuts, the two-party system, self-defense, trophy wives, and “bromance”. He then finishes the advertisement by holding a Dos Equis beer and saying, “Stay thirsty, my friends.”

The agency’s rationale for the brand strategy was defined as: “He is a man rich in stories and experiences, much the way the audience hopes to be in the future. Rather than an embodiment of the brand, The Most Interesting Man is a voluntary brand spokesperson: he and Dos Equis share a point of view on life that it should be lived interestingly.” According to the company, U.S. sales increased each year between 2006–2010 and tripled in Canada in 2008, although exact figures were not provided. Sales of Dos Equis are said to have increased by 22% at a time when sale of other imported beer fell 4% in the U.S.

Goldsmith said in an interview that he realized how successful the campaign had been when a man came up to him in a restaurant, telling Goldsmith that the man had asked his young son what he wanted to be when he grew up, and the son replied: “I want to be The Most Interesting Man In The World.”

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Here’s a fun video from Business Insider about “How Jonathan Goldsmith Became ‘The Most Interesting Man In The World:'”

The ad campaign was successful enough that it also created a popular meme generator to make your own:

Filed Under: Beers, Birthdays, Just For Fun Tagged With: Advertising, New York, United States

Beer Birthday: Evan Rail

September 16, 2025 By Jay Brooks

evan-rail
Today is the 53rd birthday of Evan Rail, expat American writer living, and writing about beer, in Prague, Czech Republic. Evan was born and raised in Fresno, but discovered his love for beer while attending U.C. Davis as a French and German literature major. While there, he spent his time at the nearby Sudwerk Privatbrauerei brewpub, and counted among his friends several students in the Master Brewers program. That’s also where he began homebrewing in 1993. He also studied in New York and Paris, before making the Czech Republic his home in 2000. His move to Prague was meant to be for a single year, but he’s still there almost two decades later. Given that he met his wife there, and they’ve started a family, it’s likely he won’t be moving home any time soon. In addition to writing the Good Beer Guide to Prague and the Czech Republic, Rail’s also penned Why Beer Matters, In Praise of Hangovers and Triplebock, all Kindle singles. We finally had a chance to share a beer in person a few years ago when he was in San Francisco for an event sponsored by Pilsner Urquell. But since then we’ve been on trips in Denmark and Belgium together, as well. Join me in wishing Evan a very happy birthday.

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A few years ago at event in san Francisco, where Evan was doing a presentation for Pilsner Urquell.
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Also a couple of years ago in Copenhagen, along with, clockwise from left: Martyn Cornell, Jeff Alworth, Evan, me, Stephen Beaumont, Pete Brown, Stan Hieronymus and Ron Pattinson.
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Talking with Stan Hieronymus during a tour of the Carlsberg Laboratory.
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A Facebook cover photo of Evan (which is where I purloined it from, along with the next one, too).
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A screenshot from a video of Evan talking about Czech beer.

Filed Under: Birthdays Tagged With: California, Czech Republic, United States

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Northern California Breweries

Please consider purchasing my latest book, California Breweries North, available from Amazon, or ask for it at your local bookstore.

Recent Comments

  • Ernie Dewing on Historic Beer Birthday: Charles William Bergner 
  • Steve 'Pudgy' De Rose on Historic Beer Birthday: Jacob Schmidt
  • Jay Brooks on Beer Birthday: Bill Owens
  • Steve 'Pudgy' De Rose on Beer Birthday: Charles Finkel
  • Steve 'Pudgy' De Rose on Beer Birthday: Bill Owens

Recent Posts

  • Beer In Ads #5201: Metzger’s Bock Beer February 13, 2026
  • Historic Beer Birthday: Mary of Burgundy February 13, 2026
  • Historic Beer Birthday: Henry C. Haefner Jr. February 13, 2026
  • Beer Birthday: Bruce Joseph February 13, 2026
  • Beer In Ads #5200: Now Is The Time To Enjoy … Stroh’s Bock Beer February 12, 2026

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