For Jonathan Goldsmith, 73, art imitates life.

Goldsmith has played Dos Equis' spokesman for six years, and his life off screen almost rivals his elaborate persona as The Most Interesting Man In The World.

If you believe what the copywriters have to say, "He’s been known to cure narcolepsy, just by walking into a room," "He once had an awkward moment, just to see how it feels," and "His beard alone has experienced more than a lesser man’s entire body."

If you believe what Goldsmith has to say, and we do, the truth is just as interesting.

Goldsmith's character has also been marketing gold for Dos Equis, which was acquired by a struggling Heineken in 2010. Anthony Bucalo, an analyst at Banco Santander SA, told Bloomberg that the ads serve as "one of the best advertising campaigns in the U.S."

Dos Equis sales have increased every year since Goldsmith joined the campaign in 2006. According to Beer Marketer's Insights, Dos Equis has gained 15.4 percent in U.S. shipments last year, which is much better than the 2.7 percent average growth for the top 10 imports.