The "I Don't Always" meme features actor Jonathan Goldsmith, known as "The Most Interesting Man in the World" from Dos Equis beer commercials. Originating around 2010, the meme adapts his signature catchphrase, "I don't always drink beer, but when I do, I prefer Dos Equis." The meme's format is typically "I don't always [do something], but when I do, [something specific/humorous happens]." It's used to express a strong, often exaggerated, preference or to highlight a specific, usually rare, condition or outcome for an otherwise common activity. This meme often conveys a sense of sophistication, choice, or unique circumstance in a humorous way.