You've probably seen the commercials, and you probably remember the man. Whether he’s freeing an angry bear from a deadly trap, sinking a trick billiards shot out of a person’s mouth, or landing a trophy-sized marlin on a boat surrounded by beautiful women, he is the Most Interesting Man in the World - or so the folks over at Dos Equis, the beer company who runs the ads, want you to think. Yet, in spite of all of his bravado-filled experiences and accomplishments, the world’s most interesting man, played by actor Jonathan Goldsmith, does not tweet.

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In a recent interview with Ad Age Magazine, Leysa Lysyi, the Chief Marketing Officer of Dos Equis importer Heineken USA, explained that the brand does not tweet in the popular character’s voice because “anything to do with technology is not something that seems like where he would be spending his time.” In other words, he’s too busy living life to be sitting behind a computer screen. Intentionally omitting one of the most popular and recognizable aspects of the brand is an interesting maneuver for Heineken USA, a company which has been a little more digitally aggressive than some of its peers in the alcohol industry. It seems to be working though – their Dos Equis brand is the fastest growing Mexican beer in the U.S market, a market which is increasingly driven by a young, upscale, socially connected male consumer, one who is easily influenced by a man of such great swagger, regardless of whether or not he tweets.

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