The character debuted in Dos Equis beer advertising in 2006, played by actor Jonathan Goldsmith as a silver-haired adventurer recounting impossible feats. His closing line, I don't always drink beer, but when I do, I prefer Dos Equis, became a major image macro meme around 2010. People captioned his portrait with I don't always formats for almost any topic, and the audio version spread on soundboards for the same ironic, ultra-confident effect.