The man known across the globe as “the most interesting man in the world” is back in the spotlight with a new venture, but this time, he’s traded in his Dos Equis beer for something a little stronger: tequila.

Jonathan Goldsmith, a Bronx native and a lifelong actor, has played more than 400 roles across television, film, and theater, but that’s probably not how you recognize him. For 10 years, he was the face of a famous Dos Equis campaign that dubbed him “the most interesting man in the world.”

Last year, at the conclusion of Goldsmith’s contract with Dos Equis, the beer company decided that it wanted to go with someone younger to keep the brand fresh. This left the world’s most interesting man in a position he hadn’t been in for over a decade — looking for work.

The popularity of the Dos Equis campaign was so great, he figured surely someone would want to exploit it.