Dos Equis Announces New Assistant to the Most Interesting Man in the World

Dec 11, 2008, 09:00 ET from Heineken USA Inc.

Someone's Life Just Got A Bit More...Interesting

WHITE PLAINS, N.Y., Dec. 11 /PRNewswire/ -- After a nine-month, nationwide search, Dos Equis today announced a new assistant to The Most Interesting Man in the World (MIM). Darin Paul Garrett of Houston, Texas replaces Steve, the MIM's former assistant, who was killed in the line of duty.

Garrett was selected from a pool of more than 10,000 qualified applicants who applied for the position by submitting a dossier online at Applicants were trimmed to ten semi-finalists by a panel of uniquely credentialed experts, including a shaman, head hunter and curator of oddities, with the assistant ultimately being decided by an online popular vote.

As the new assistant, Garrett will play a part in a Dos Equis commercial, travel and appear at several events, as well as receive a stipend of $2,500, three cases of Dos Equis per month and premium merchandise such as a fine tuxedo and a resilient wetsuit, while he enters the world of intrigue, adventure and excitement associated with being the assistant to the MIM.

"Becoming the assistant to the Most Interesting Man in the World is a life-changing opportunity," said Ryan Thompson, Dos Equis Brand Manager. "As his assistant, Darin will experience the prestige, passion and escapade of The Most Interesting Man in the World's life. While there were many great applicants, he was selected because he is someone that possesses the inherently 'interesting' quality that Dos Equis and The Most Interesting Man in the World embody."

The national search was launched in April to seek out qualified applicants to replace the MIM's former assistant, Steve, who met his demise in an unfortunate archery accident. To commemorate his passing, a funeral procession was held in Austin, Texas to honor Steve's life and kick-off the assistant search.

Throughout the search, the host Web site,, received an almost 400 percent increase in site traffic and more than 33 million hits.

The Most Interesting Man in the World advertising campaign was initially launched in 2007 by advertising agency Euro RSCG New York. The advertising highlights the MIM and his clever advice on a range of topics, such as cologne, conversation, life and grooming.

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Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Premium Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit

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SOURCE Heineken USA Inc.