One of the most successful alcohol advertising campaigns of modern times has announced a successor to the Most Interesting Man in the World.

Dos Equis this week released a feature-film style trailer, titled “Cantina,” revealing a glimpse of the new face of its iconic campaign. Actor Augustin Legrand is the new face of one of the longest-running campaigns, bringing a “contemporary twist to the legendary character,” the company says in a press release.

This news comes after the retirement last month of the former lead role, Jonathan Goldsmith, who appeared as the Most Interesting Man in the World since the ad’s inception in 2006. Goldsmith was 77 when he retired.

This October, Dos Equis will release “Challenger,” a full-length commercial that will “illuminate how interesting has evolved and how the new character continues to embody the legendary status.”

“The meaning of ‘interesting’ has evolved over the past decade, and this campaign features a new character who reflects what is interesting to today’s Dos Equis drinker,” says Andrew Katz, VP of Marketing for Dos Equis, in a press release. “With this first glimpse, we’re opening the door to a new world of possibilities for what it means to be interesting. In the coming weeks, fans of the brand who are 21 and older will have the opportunity to get to know the new character in a uniquely interactive way. Stay tuned for more, as the brand will certainly have an interesting next few months.”

The October launch will be supported by social integrations on Snapchat, including a national lens available for College Football Game Day, Saturday, October 22.

The latest spot from Dos Equis is part of an ongoing commitment from the brand to encourage fans to “Stay Thirsty and live a more interesting life.”