Paul Kushner
Matthew McConaughey has had quite the successful career in Hollywood over the past few decades, known for roles in films like Dazed and Confused, Dallas Buyers Club, and the True Detective TV series. However, the actor has now ventured into a new business endeavor – launching his own Tequila brand called Pantalones Organic Tequila.
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McConaughey co-founded Pantalones with his wife Camila Alves McConaughey. The name of the brand is a combination of the Spanish words for “tequila” and “pants”, as the couple sees the spirit as giving drinks “a kick in the pants” (Official Press Release). Production of Pantalones takes place in the highlands of Jalisco, Mexico, where the blue weber agave used to make the Tequila is hand-selected and slowly cooked to draw out optimal flavors.
The actor has been quite involved in the creation of Pantalones. In an interview, McConaughey said “I found myself going down to Mexico, spending months at a time working with the distillery and the farmers, checking on the agave and making sure it was organic” (The Spirits Business). Through this hands-on approach, McConaughey sought to create a Tequila that was as organic and pure as possible while also having broad appeal to a variety of drinkers.
Pantalones launched in late 2023 with three varieties – a Blanco Tequila, a Reposado, and an Añejo. The Blanco is unaged for a crisp, agave-forward flavor (Greengos Cantina). The Reposado is aged for 4-5 months in American oak barrels to take on hints of vanilla and caramel. Finally, the Añejo is matured for 12-18 months in barrels for a smoother, more oaked profile.
All varieties of Pantalones Tequila retail between $45-$55 per 750ml bottle, making it a super premium but not luxury-priced spirit. This positions it as offering higher quality than popular brands like Patrón Silver but at a lower entry cost than ultra-premium options. Initial response to Pantalones has been positive, with one reviewer calling it “smooth and balanced” with “layers of agave sweetness” (Dallas Morning News).
In addition to overseeing production, McConaughey has been actively involved in marketing the brand. He has utilized his celebrity platform across social media to promote Pantalones, sharing photos from trips to the distillery and experiences enjoying the Tequila. The actor also held launch events in several cities this fall to debut the spirit to media and industry insiders. This helped generate buzz and coverage from publications like Robb Report and Hollywood Reporter.
While some have questioned if the world needs another celebrity liquor brand, the involvement of McConaughey seems deeper than just lending his name. His passion for the agave spirit and years spent in development aim to set Pantalones apart from brands like George Clooney’s Casamigos Tequila, which was founded with less hands-on participation. Only time will tell if Pantalones is able to carve out true success in the competitive Tequila market but early signs are promising for McConaughey’s foray outside of acting.
With nationwide distribution now in place through major retailers and liquor stores like Total Wine, Pantalones is poised for broader consumer availability in early 2024. Both new and experienced Tequila drinkers will now have the chance to see if they agree with McConaughey’s vision of this organic spirit as a perfect complement to moments of celebration or relaxation. For the actor, it marks an exciting new chapter expanding his career beyond Hollywood and into the realm of business entrepreneurship through Pantalones Organic Tequila.
