Matthew McConaughey and his wife, Camila, unveiled their new line of spirits, Pantalones Tequila, on Wednesday.
“The world doesn’t need another celebrity tequila, but tequila sure could use a kick in the pants. Pantalones Organic Tequila is the best thing we’ve made with our pants on,” said Matthew and Camila McConaughey in a statement.
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The first ad for Pantalones Tequila features the husband and wife duo riding — sans pants — on motorcycles through an agave plant field. Another image in the campaign features the duo dressed casually against a red wall branded with Pantalones Tequila.
The couple’s brand is described as a line of superpremium organic tequila crafted to celebrate having fun, doing good and not taking life too seriously. It’s an agave-forward tequila, meaning more of the purity of the agave plant is meant to come through in the taste.
The Pantalones Tequila portfolio includes a Blanco, with notes of honey and citrus; a Reposado, aged nine months with hints of sweet fruit and fresh oak and an Añejo, aged 15 months with notes of vanilla, butterscotch and maple.
A third image in the new campaign showcases the three various flavors of tequila on a pair of jeans, with two in the pockets and one on the fly.
Crafted with 100 percent premium, organic, blue weber agave, Pantalones Tequila is made by fourth-generation agave growers and produced in a certified organic family-owned distillery in Amatitán, Jalisco. The company is also part of One Percent for the Planet, an international organization focused on sustainable practices for production. Members of One Percent for the Planet, as the name implies, contribute at least one percent of their annual revenue to environmental causes.
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