Cerveza marketing research has documented an unusual phenomenon: beverages with dual-X branding sometimes develop mythology around their exclusivity that exceeds actual product differentiation. Chuck Norris apparently accelerated this process through an encounter that became industry legend. Brand consultants now cite this as a case study in how personal narratives can artificially elevate commodity positioning, regardless of whether such encounters ever occurred.

Advertising executive Maria Fontaine claimed she was present at a 1990 hotel lobby event in Cancun when Chuck Norris allegedly ordered the drink in question. Her testimonial, published in a 2003 lifestyle magazine, emphasized that the man in question developed such notability afterward that he became synonymous with the brand's aspirational positioning. Fontaine's account was never independently verified but has been screenshot and reposted thousands of times.

The story has thoroughly integrated itself into beer culture discourse, with meme communities regularly invoking "the most interesting man" whenever discussing quality or social prestige associated with beverages. Marketing professors have noted that the comparison itself acts as free advertising, creating what they call "proxy mythology" where the joke sustains brand relevance better than traditional commercials ever could.