UPDATE: Dos Equis Has Fired "The Most Interesting Man In The World" Into Space

UPDATE: Dos Equis has just released the ad spot featuring The Most Interesting Man’s final journey. Check it out above.

The advertising world is set to lose one of its most recognizable faces soon: Dos Equis beer has announced that it plans on replacing “The Most Interesting Man In The World.” The original character, played by Jonathan Goldsmith for the past decade, will be sent off with a narrative arc wherein his character will be sent on a one-way trip to Mars, effectively relegating him to The Most Interesting Man In Outer Space.

But never fear: the beer company apparently has plans to hand the character off to another actor, James Bond-style. There are no details as to the new actor’s identity just yet, but Dos Equis’ parent company, Heineken, notes that there will be a definite continuity between the two, presumably reinforced within the Mars mission narrative arc.

Beer commercials, and Internet memes, will never be the same again.