He is the most interesting man in the world. Or at least he was.

Dos Equis is dropping the popular character, played by Jonathan Goldsmith, who has been the face of the brand since 2006. But at least the company is sending him out in style.

In his final commercial, which will begin airing on March 10th, the character will become the most interesting man not in the world by hitching a ride to outer space. And given the likely choices for the 2016 general election, who the hell can blame him for deciding to leave town?

According to Uproxx, the company is phasing out the character in order to introduce a new spokesperson who will connect more with a younger audience. (You damn millennials have no respect for your fictional elders!) Also, the fact that Goldsmith is involved in a contentious lawsuit over allegedly unpaid commissions to his former talent agency for the money he earned from Dos Equis probably didn’t help matters.

As far as fictional corporate spokesmen designed to promote alcohol consumption go, he will be missed. But then again, the Burger King has been officially retired at least once, and he’s still hanging around. So there’s always hope the Dos Equis guy will someday return under what are sure to be very interesting circumstances.

Stay thirsty, my fictional friend.

(Source: Uproxx)