Matthew McConaughey’s Pantalones Tequila In Expansion Mode

Pantalones, the super-premium Tequila brand from Matthew and Camilla McConaughey and spirits entrepreneur Andrew Chrisomalis, have partnered with Southern Glazer’s for their national expansion. The organic brand initially launched last October in Texas, California, Florida, Arizona, and Nevada with Blanco, Reposado, and Añejo expressions retailing for $40, $45, and $50, respectively. Now Pantalones is taking aim at a full national footprint.

Pantalones cofounder and executive chairman Andrew Chrisomalis tells SND the brand sold tens of thousands of cases in its limited rollout, with the expectation of substantial growth in its first year of national availability. “I think as we look at 2025, we expect to easily double this year’s volumes,” he says.

According to Chrisomalis, the brand found early success across its limited distribution footprint, with sales especially strong in the Total Wine & More chain. “We became a top selling Tequila brand nationally across all Total Wine,” he says. “There have been a lot of people calling for the brand in various markets around the country. To be able to answer that now with broad distribution is super exciting.”

Early buzz around Pantalones was billed to its famous founders, but Chrisomalis says the sustained sales that they’ve seen can be attributed to the quality of the Tequila and the brand’s value proposition. While noting that $40-$50 is not an inexpensive price point, he says that, compared to many competitors, Pantalones’ aged expressions—the Reposado is aged for nine months and the Añejo 15—offer a relative value for the price tier and category. “Our Reposado is currently our number-one selling SKU,” he says. “This was an area the McConaugheys didn’t want to compromise on. They had a very strong point of view on what they liked.”

The national push will be accompanied by print, digital, and broadcast ads in many of the Tequila’s new markets, continuing the brand’s “Official Tequila Of” campaign. Along with the national retail expansion, the expanded partnership with Southern will give the brand a larger on-premise footprint.

“We’ll get a ton of awareness, impressions, and brand following,” Chrisomalis says. “We’re thrilled to launch nationally with Southern Glazer’s, and that’ll be a great way to get this into the bars and restaurants and retail stores across the country that have been asking us for it. The distribution takes time, of course, but we’re going into all markets simultaneously.”—Shane English

Tagged : Pantalones, Southern Glazer's

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