I used to work for Heineken USA, the importers of Dos Equis. Back then when XX was first introduced to the U.S. Market. Heineken intended Mexicans citizens to embrace the brand in US. They never thought that the general market would warm up to it. Surprise SURPRISE! Numbers were insane! We hit every single bonus and then some. Thanks to XX I went to Hawaii stayed in a Maui for free thanks to a incentive that we hit x 2. Then the company said, okay, XX is gonna be target for general market and Tecate for Mexican Citizens living in U.S.

The actor hired for the commercials is prohibited from doing interviews, from talking to the media, he has to remain a mystery. He's well compensated but he can't be a celebrity. It's prohibited. That kinda sucks if you ask me.

He's hilarious but Heineken is trying to replace him with a fresh new person.