The Most Interesting Tequila?

We know him as "The Most Interesting Man in the World," the recently retired spokesperson for Dos Equis beer.

"I don't always drink beer, but when I do it's Dos Equis." Pretty legendary at this point.

Well now he's back...drinking...tequila. Astral Tequila to be specific.

Pretty interesting take on using another's spokesperson, and altering their copy/messaging...taking a page from Sprint, when their current and once iconic spokesperson Paul switched from Verizon.

I guess the question is if it's effective (and cool) to take another brand's spokesperson and make it your own?!? That, my friends, is in the eyes of the consumer.

So what's your take? What's your experience? JIM.