Matthew McConaughey's New Tequila Brand Is a Huge Hit

At the end of last year, Matthew McConaughey wrapped up his partnership with Wild Turkey’s Longbranch Bourbon, giving him free reign to branch out into the spirits world on his own. That’s just what the Sahara star is doing in teaming up with his wife, Camila, to launch Pantalones Organic Tequila.

“The world doesn’t need another celebrity tequila, but tequila sure could use a kick in the pants,” says McConaughey. “Pantalones Organic Tequila is the best thing we’ve made with our pants on.” According to the couple, agave spirit had totally lost touch with its fun side, and it was time to bring it back. “When did tequila stop being tequila?” they ask in the accompanying ad, which features the two of them riding motorcycles—pantless—with all the interesting bits blurred out.

Made by fourth generation agave growers at NOM1614—which is responsible for Cazcanes, Tres Agaves, Inspiro, and others—Pantalones is certified organic and made from 100 percent Blue Weber agave. It launches with three bottlings: a blanco with notes of honey and citrus; a reposado that’s “relaxed” in American Oak whisky barrels for nine months and offers notes of cooked agave, vanilla, and a hint of oak; an añejo aged in American Oak for 15 months, with notes of vanilla, butterscotch, and brown sugar, along with a velvety finish.

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While the brand is certainly fixated on the fun side of the tequila experience—an appropriate move if a shortage is really looming—they’ve not forgotten to make sure some of the profits go to the right place. Pantalones is a member of 1% for the Planet. For every bottle of Tequila sold, they’ll donate one percent of revenue to environmental non-profit partners.

Information on where to purchase Pantalones tequilas is limited at the moment. But we do know you can get them from the brand’s official website—where the blanco costs $45, the reposado is priced at $50, and the añejo goes for $55. At time of publication, the blanco is already sold out.