Matthew McConaughey has never been one to shy away from bold moves. The Oscar-winning actor has always done things his way, from his roles in Hollywood blockbusters to his eclectic personal brand. Long a lover of tequila, McConaughey launched Pantalones Organic Tequila with his wife Camila in the fall of 2023, intending to create a national brand that refused to take itself too seriously.
In less than a year, the brand has made a splash with its tongue-in-cheek marketing campaign, which has seen its founders extolling the joys of sipping tequila. Its early success has proved that it has the potential to become a significant player in the ultra-premium tequila market, especially with its latest announcement. Industry leader Southern Glazer’s Wine & Spirits will expand its distribution across the entire United States.
“We are thrilled to be able to bring Pantalones Organic Tequila to tequila drinkers across the country via Southern Glazer’s,” said Andrew T. Chrisomalis, co-founder and Chairman of Pantalones. “We’ve received such positive traction and consumer feedback in the short amount of time since launching late last year. This amazing momentum, alongside our long term partnership with Southern Glazer’s Wine & Spirits, means the sky’s the limit for Pantalones.”
Matthew and Camilla McConaughey’s Pantalones Tequila.
Perhaps the most interesting aspect of Pantalones is its partnership with industry veterans Chrosomalis and Guillaume Cuvelier, the co-founders of Davos Brands, who previously played a pivotal role in the success of Ryan Reynolds’ Aviation Gin. Their extensive network and experience in brand building provide Pantalones with invaluable support. Being able to navigate industry challenges, such as the recent agave shortages, positions Pantalones well for long-term growth.
What makes Pantalones stand out in a crowded market of celebrity-backed tequilas? The answer lies in its founders. Matthew and Camila McConaughey have infused the brand with a sense of humor and a playful irreverence that’s hard to ignore. “Pantalones is Spanish for ‘pants’ and also Spanish slang for ‘guts,’” McConaughey explains on the brand’s website. It’s a cheeky nod to the brand’s spirit—both literally and figuratively.
“We met over margaritas, and from that first sip, we knew we wanted to create something special together. Tequila was and still is part of our story, so taking the challenge to create our favorite tequila was a perfect fit and a natural next chapter, for our first business partnership together, and for us as a couple,” says Matthew and Camilla McConaughey. “ Once we made an exceptional tequila that spoke for itself, we then wanted to bring the fun back to tequila – over the past decade the tequila industry has seemed to get more and more serious, and sometimes even snooty. That’s not what tequila’s about to us and our friends so we wanted to counter-program that trend. We had 47 tastings ahead of the product coming to market. That process led us to the smooth, balanced, organic agave forward flavor with just the right hint of sweetness on the tail end—- that you’ll find in every sip.”
AUSTIN, TEXAS – NOVEMBER 04: Camila McConaughey (L) and Matthew McConaughey attend a tailgate party … [+]
This isn’t just another tequila trying to be the coolest bottle on the shelf. Pantalones overriding message is all about having fun and not taking life too seriously. The McConaugheys have doubled down on this with a bold advertising campaign featuring the couple pantsless, fully embracing their brand’s “gutsy” ethos. This kind of clever, self-deprecating humor sets Pantalones apart from the polished, often overly serious competition.
Then there’s McConaughey’s star power. His appeal spans decades, resonating with Millennials and Gen Xers alike. At the same time, Camila brings her own unique influence as a Brazilian model and entrepreneur. Together, they’ve created a brand that’s not just about tequila; it’s about lifestyle, attitude, and a bit of swagger.
Tequila is having a moment; everyone wants a piece of the action. The likes of George Clooney, The Rock, and Michael Jordan have already planted their flags in the tequila landscape, so where does that leave Pantalones? According to McKenzie, the key to success in this saturated market is bringing something new to the table. And that’s precisely what the McConaughey’s are doing.
“It seems we’ve reached a point in celebrity tequila, where it’s better to be a little self-deprecating, rather than taking yourself too seriously,” says McKenzie. “That’s the positioning the McConaughey’s take are taking and claiming rather humorously that Pantalones is the ‘best thing we’ve made with our pants on.’ Given time, the brand certainly has a chance to rise above some of the other celebrity tequila competitors.”
Pantalones is positioning itself as a fun, approachable alternative to the more traditional, serious brands. This strategy could very well pay off, especially as consumers continue to seek out products that feel authentic and unpretentious. The early buzz around the brand is promising, and with Southern Glazer’s on board, Pantalones is poised for rapid growth.
Pantalones has already made waves in its first year, earning top honors at prestigious competitions like the San Francisco World Spirits Competition. The brand’s Añejo, in particular, has garnered rave reviews and won a Double Gold medal—a testament to its quality.
As the brand expands across the country, it’s clear that Pantalones is more than just another celebrity-backed tequila. It reflects the McConaughey’s personality, ethos, and commitment to doing things their own way. And in a world of cookie-cutter brands, that’s something worth keeping an eye on.
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