Carlos Sanchez, 71, who portrayed Colombia coffee’s Juan Valdez for 37 years, recently announced his retirement: BBC NEWS | Americas | Colombian coffee icon steps down.

But with Colombia coffee producers having already invested so much in their brand iconography (not to mention Juan Valdez-branded cafés in the U.S.), the successor to Mr. Sanchez will be announced next month.

This is, of course, far more important than any successor to Pierce Brosnan as the next James Bond.

UPDATE: June 29, 2006:
The CBC reports that a new Juan Valdez has been crowned, 39-year-old Carlos Castaneda: CBC News: Colombia coffee growers introduce new Juan Valdez