If you’re wondering who founded Dos Equis, spoiler alert: it’s not the guy from the commercials. 

The true mastermind was actually a German brewer named Wilhelm Hasse. And he’s every bit as interesting—albeit slightly less meme-worthy.

All About The Man Who Founded Dos Equis

Before we get further into the story of Dos Equis and its founder, let’s make something clear: Wilhelm Hasse didn’t just wake up one day in Mexico thinking, “Ah, a perfect place for a German lager!” The journey from Germany to Mexico in the late 19th century was neither a short nor simple one. But sometimes the greatest ideas come from the most unexpected detours.

Who was Wilhelm Hasse?

Wilhelm Hasse got his start as a brewer in Germany—the land of precise engineering, biergartens, and rigorous standards.

That is to say, Hasse didn’t just make beer. He made excellent beer.

Deciding to move his brewing operation across the Atlantic was a gamble, no doubt about it. It was as if Hasse looked at a globe and said, “Hmm, where’s the least likely place for a German brewery?” and landed his finger on Monterrey. Mexico, with its warm climate, tequila, and decidedly non-lager traditions, was practically screaming “cultural dissonance!”

Hasse apparently saw something in Monterrey that no one else did—a golden (ale) opportunity. And when he arrived, he didn’t waste any time. Ever the slick marketer, he quickly co-founded a brewery with the catchy name of “Cervecería Cuauhtémoc Moctezuma.”

Fun Facts: Cervecería means “brewery,” and the other two words are the names of two famous Aztec historical figures. Which is a little like naming an American tech startup “Einstein Hawking”—you’re setting some high expectations right from the get-go!

Why Monterrey, Mexico of all places? Well:

• Growing population – More people meant more potential beer drinkers.
• Established infrastructure – Back in 1897, Monterrey already had roads, people, and—get this—actual buildings! (Besides, setting up a brewery in the middle of nowhere was so 1817.) 
• A beer market ready for disruption – While they probably weren’t using that term back then, the local beer market was basically begging for someone to come along and say, “Hey, how about we NOT drink terrible beer?” Cue Wilhelm Hasse, strolling in like he owned the place—because, well, eventually, he kind of did.

Where Did the Name Dos Equis Come From? (And what’s an “Equi,” Anyway?)

The name “Dos Equis” means “Two Xs” in Spanish. Officially, it was christened as “Siglo XX” to celebrate the dawn of the 20th century.

As the years went by, Dos Equis began to build a reputation. It wasn’t too long before the brand went from being just another beer on the shelf to a recognized brew with a good dose of international flair.

Of course, it wasn’t until the 21st century that Dos Equis really struck liquid gold with its well-known “The Most Interesting Man in the World” campaign. While Hasse probably couldn’t have foreseen the viral power of a modern ad campaign from beside his 19th century brewing vat, one could argue that he imbued Dos Equis with the spirit of intrigue from the start.

The Most Interesting Beer in the World?

Okay, maybe not. But still, Dos Equis stands as an example of a hybrid cultural beer—a German-style beer produced in the land of margaritas. Talk about having dual citizenship. To Hasse, the man who started it all, we say “Prost!” and “Salud!”

And so, the next time you find yourself holding a bottle of Dos Equis, as you peel off the cap, think about Wilhelm Hasse and the sheer audacity it took to launch a Bavarian beer in tequila territory in the 1800s. Who knows? You might just become a smidgen more interesting yourself.