The three expressions of Pantalones Tequila.
Pantalones Tequila
When Matthew and Camila Alves McConaughey, the Hollywood power couple known for their carefree nature, launched Pantalones Organic Tequila in October 2023, they did it their way by focusing on the joy of sipping tequila. Their cheeky pants-free launch campaign quickly went viral due to its humorous and irreverent spots.
But it wasn’t just ingenious marketing that catapulted the brand to the forefront of the tequila market; it was the product inside the bottle. It’s an organic tequila with no additives that underwent significant research and tastings by its founders before it was deemed worthy of their seal of approval. Perhaps even more critical, it eschewed the temptation to tag its three expressions with the eye-watering prices that are becoming increasingly common in the market these days, especially celebrity-backed tequilas. Forbes discussed the brand’s success with Pantalones co-founders to find out what has propelled them forward and what’s next.
“We’re proud of the momentum since launch,” says Andrew Chrisomalis, co-founder and chairman of Pantalones Organic Tequila. “At our core, Pantalones is a premium, USDA-certified organic tequila offered at an affordable price point. That, paired with the fun we’re having with our marketing, has truly resonated. Matthew and Camila help bring massive awareness, but it’s the quality and taste of the liquid inside the bottle that keeps people coming back.”
Matthew and Camila McConaughey, the co-founders of Pantalones Tequila.
Pantalones Tequila
The numbers tell the story. In just over a year, Pantalones has become a top-three selling 750ml tequila at Total Wine, trailing only Don Julio and Casamigos. In 2024 alone, it sold more than 100,000 cases and expanded distribution to over 10,000 accounts across 44 states. That kind of growth doesn’t happen solely on hype.
“We’re a playful brand with serious liquid,” Chrisomalis says. “That helps us stand out in a crowded category. We also launched with strong strategic partners and a clear go-to-market plan, which helped us scale quickly and show up in all the right places.”
“Plus, no one forgets a tequila named Pantalones,” adds Matthew.
While some spirits brands chase lineage and legacy, Pantalones leans hard into being the life of the party. Its fun-first identity is part of the draw in a market flooded with solemn storytelling and dusty barrels.
“A lot of brands out there lean into heritage or mystique,” says Matthew. “We leaned into having fun. We’re organic and award-winning, but we’re also lighthearted and have an irreverent energy that invites people in.”
But don’t mistake levity for lack of substance. Pantalones has racked up an impressive roster of awards in under two years. Their Añejo tequila recently won Double Gold at the 2024 San Francisco World Spirits Competition, outperforming legacy brands sold at much higher price points.
“We’re incredibly proud of this win!” Camila says. “From the beginning, Matthew and I set out to create an organic tequila that didn’t just taste great—it had to stand tall next to the best of the best. We believe great quality should be accessible, and this award is a nod to that mission.”
Camila’s role at Pantalones is far more than ceremonial. While Matthew brings the big ideas and branding flair, she is deeply embedded in the day-to-day operations, helping with tasks such as managing logistics, supply chain, and other key aspects.
“Fortunately, this isn’t my first time starting a business,” she says. “But it’s the first time for Matthew, and we’ve gone face forward in this together. I thrive working on accounts, logistics, the numbers, and the behind-the-scenes business side of things. We take Pantalones seriously, but at the same time, we’re having so much fun together. It’s really special to us. This isn’t just us putting our names on a bottle. It’s much bigger than that.”
That balance of business acumen and high-wattage charm has positioned Pantalones for success well beyond its initial splash. In early 2025, the brand began pushing into international markets with launches in Canada and Australia. In June, it officially entered Europe, rolling out in the UK with nationwide availability at Tesco and premium placement at all 40 Cosy Club locations.
Andrew Chrisomalis, co-founder of Pantalones Tequila.
Pantalones Tequila
“This year, we’re focused on expanding our footprint on- and off-premise throughout the U.S., and even internationally,” says Chrisomalis. “We’ve also got exciting new campaign content rolling out and more menu placements for consumers to try Pantalones in their favorite cocktails. As for next year? Expect innovation with some things we can’t quite reveal yet.”
That includes a limited-edition expression scheduled for release this holiday season. While details are still under wraps, it signals the brand’s ambitions to grow beyond its core trio of blanco, reposado, and añejo.
Yet even as they scale up, the Pantalones team remains committed to the idea that quality tequila shouldn’t require deep pockets.
“From the start, we wanted to make something great that people could actually afford to enjoy regularly, not just collect or try once,” says Chrisomalis. “While costs have gone up across the board, we’ve stayed focused on efficiency and delivering value to consumers at an accessible price point.”
That discipline may be essential as the spirits market faces new headwinds. Global tariffs, inflation, and shifting consumer spending habits all loom large.
“Like anyone in the spirits world, we’re keeping a close eye on global trade policies and the economic climate,” Chrisomalis says. “We are building the brand with agility and scalability in mind. By staying nimble and maintaining strong distributor and retailer relationships, we’ve been able to navigate the challenges.”
If anything, the chaos has only made Pantalones more confident in its identity: fun, accessible, and uncompromising in quality. Its latest marketing push, the “Official Tequila Of…” campaign, leverages that positioning while establishing the brand through lifestyle partnerships across food, music, and hospitality.
As a young brand, they’re just getting started and seem poised to become a major player in one of the hottest spirit spaces out there these days. They have achieved this by refusing to take themselves too seriously and instead delivering a quality product at a great price point that is good to sip, whether wearing your pants or not.
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