"I don't always drink beer, but when I do, I prefer Dos Equis."
So goes the catch phrase of "The Most Interesting Man in the World."
As we can tell from the commercials, he is worldly enough to enjoy a certain amount of variety in his beverages, to have become acquainted with the finer among them, and to have acquired particular tastes. Still, he does not turn up his nose at beer, and where beer is concerned, he does not insist on a particular brand. He merely prefers Dos Equis.
I recently found myself comparing this to Bond's well-known and frequently-advertised taste in alcohol.
It strikes me that the Dos Equis pitchman most definitely serves us a display of quasi-aristocratic consumption, but with the snobbish edge that gave us the "dry martini, shaken, not stirred" line blunted.
It also seems to fit our era better.
Perhaps that is progress of a sort.
Stay thirsty for that, my friends.
My Posts on Sociology and James Bond
Just Out . . . (The Many Lives and Deaths of James Bond, 2nd edition)
James Bond, Aristocratic Action Hero
Of Ian Fleming and Thorstein Veblen
Just Out. . . (James Bond's Evolution)
Just Out . . . (The Forgotten James Bond)