Matthew McConaughey Enters Super-Premium Tequila, Launching Pantalones Brand

Actor Matthew McConaughey and his wife Camila have launched Pantalones Organic Tequila, a new venture co-founded with spirits entrepreneur Andrew Chrisomalis. Pantalones is made from 100% blue agave and is certified organic by the USDA. “The north star of the brand is to bring fun back to Tequila,” Chrisomalis, co-founder and executive chairman of Pantalones, told SND, adding that the expectation is to sell in the tens of thousands of cases the first year, with the ability to scale up quickly from there. Chrisomalis previously led Davos Brands (known for Aviation Gin) before it was acquired by Diageo for $610 million in 2020.

The super-premium Pantalones is launching with Blanco, Reposado, and Añejo Tequilas priced at $40, $45, and $50, respectively, produced at a certified organic distillery in Amatitán, Jalisco. All three releases are bottled at 40% abv. Pantalones Reposado is aged for nine months and the Añejo for 15. Initially, the brand will be available in five markets—Texas, California, Florida, Arizona, and Nevada—with a national rollout planned for 2024.

The McConaugheys are owners and investors in the business, Chrisomalis noted, and “have been integral in virtually every aspect of the brand and the business in terms of the name Pantalones and in terms of the liquid,” he said. “We see it as upscale but at the same time a casual and relaxed brand.”

At the launch the brand is handled by Park Street, among other distributors. In particular, Chrisomalis says the McConaugheys’ home state of Texas will be an important market for Pantalones. “We’re going to focus a lot on Texas not only in the first few months but for the life of the brand.” Chrisomalis emphasized the brand’s ability to scale up rapidly. “We have really vertically integrated the brand, and so from the organic agave on up the supply chain, we can scale quickly,” he said.

In keeping with both his persona and the aim to make the brand “casual and relaxed,” McConaughey, in a statement, called Pantalones “the best thing we’ve made with our pants on.” It’s not the actor’s first foray into the spirits market. He was previously aligned with Campari on Wild Turkey and Longbranch Bourbons, but that partnership ended last year.

With his new venture, McConaughey enters an increasingly crowded field of celebrity Tequilas. Since Diageo acquired Casamigos from George Clooney and Rande Gerber for $1 billion back in 2017, a host of celebrity-backed brands have entered the fray, including Dwayne “The Rock” Johnson’s Teremana, Michael Jordan’s Cincoro, Mark Wahlberg’s Flecha Azul, Kevin Hart’s Gran Coramino, Kendall Jenner’s 818, and LeBron James’s Lobos 1707, among others.—Shane English

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