Matthew McConaughey Introduces Pantalones Organic Tequila To Impact Seminar Audience
October 17, 2025Matthew McConaughey is known as an Academy Award-winning actor famous for roles in films such as “Dazed and Confused,” “Dallas Buyers Club,” and many others, but at last week’s 49th Annual Impact Marketing Seminar in New York it was his organic Tequila brand Pantalones that took center stage.
McConaughey followed a long list of high-profile luncheon speakers at the Seminar, including U.S. presidents George W. Bush and Bill Clinton, vice president Dick Cheney, Florida governor Ron DeSantis, and former secretary of state Mike Pompeo, to name only a few.
Accompanied by his wife Camila, McConaughey joined the gathering in the Cotillion Room of the Pierre Hotel alongside host Marvin R. Shanken and his daughter, Jessica Shanken Reid, executive vice president at M. Shanken Communications.
Ascending to the stage after the meal, McConaughey first read selections from his latest book, Poems & Prayers, a New York Times bestseller, before taking questions from Cigar Aficionado editor David Savona and the audience. He also served Seminar attendees a taste of Pantalones Reposado, while discussing how his entry into the Tequila category came about.
Noting that he and Camila first met over Margaritas, McConaughey explained that Tequila remains the couple’s drink of choice. “We thought, what if we made a Tequila that was our personal favorite?
“I have partners here that helped us with the idea. Camila and I did 47 taste tests. We’d always go in separate rooms and taste and then come out and share what we liked or didn’t like. After 47 iterations, we came out of the room for the very first time and landed on the same juice, and we launched two years ago.
“Being all organic was extremely important to my wife. It was not important to me. I just wanted it to taste good. But I’m really happy that Camila wanted it to be organic because that has been a differentiator for us and we’ve found a lot of customers looking for organic Tequila.”
McConaughey pointed out that while the couple was very deliberative in selecting the Tequila itself, the brand’s marketing is intended to be approachable and invite people in. “We wanted to be very formal with the Tequila, but to have some fun with the marketing,” he said. “So we went with the name Pantalones, and in all the ads we are pantsless, and we’re claiming ourselves to be the official pantsless Tequila of all of these different things in the world. And that’s where we’re taking our flag.”
The latest offering from Pantalones is an extra anejo expression, tapping the higher end of the category. “It’s a limited amount, aged for 36 months,” McConaughey explained. “It’s like your favorite couch with just a little extra cushion in it.”
Also including a Blanco retailing at $40, a Reposado at $45, and an Añejo at $50, Pantalones is distributed nationally by Southern Glazer’s. It’s off to a rapid start in the market, recently earning an Impact “Hot Prospect” award after reaching 50,000 case depletions last year. The brand continues to make strides this year, rising nearly 1200% by volume and 1500% by value in NielsenIQ channels through July 12, and taking the top spot among all organic Tequilas. With McConaughey taking a clear personal interest in championing the brand, Pantalones’ rapid ascent appears likely to continue.
Speaking to his vision for the future of the brand, McConaughey said, “I’m hoping within five years that we’re at the top end of the conversation of great Tequila at an incredible price point with some people behind it that are having fun selling it.”—Daniel Marsteller
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