Matthew McConaughey and his wife, Camila McConaughey, have found a new partner who shares their famously pants-optional philosophy. The couple’s Pantalones Organic Tequila is saddling up with Adios Pantalones, the highest-earning barrel racing stallion in history, and his rider, Tricia Aldridge. While the collaboration marks the tequila brand’s first rodeo, the name alone makes the pairing feel almost inevitable. The playful partnership is the latest installment in Pantalones’ “Official Tequila Of” campaign, which celebrates the unexpected people, places, and occasions worthy of having their own designated tequila.
In a new campaign spot, Aldridge makes the partnership official by announcing that she and Adios Pantalones are taking their talents to Pantalones Organic Tequila. Matthew and Camila then make an unexpected appearance to welcome the celebrated stallion to the team in the same irreverent style that has defined the brand since its launch. After all, when a horse is already named Adios Pantalones, there is arguably only one tequila suited for the job.
Adios Pantalones has become a standout in the barrel racing world, earning the distinction of being the sport’s highest-earning stallion. He and Aldridge are scheduled to compete at the 102nd annual Caldwell Night Rodeo in Caldwell, Idaho, on August 19.
The McConaugheys Want To Make Tequila Fun Again
Matthew previously acknowledged that entering the celebrity spirits business meant stepping into an already packed field. “It’s a very thick and crowded market for tequila, even celebrity tequila,” the Oscar winner admitted in a previous interview with InsideHook.
“But we believe in the juice. It speaks for itself. And let’s have fun,” he added. “We noticed not many people were having fun with tequila, the way they were talking about it or consuming it. We wanted to make sure we brought that back.”
For Matthew, that meant moving away from the formality that can sometimes surround premium spirits. “Before I was gonna drink or have a tequila recently, I felt like I was getting a sermon,” he explained. “It was like a sommelier sermon. I felt like I needed to be registered if I was qualified to even try it. I was like, what? We kind of want to push back on that type of guy.”
The “Official Tequila Of” campaign appears designed to do exactly that. Rather than treating tequila as something that requires an education before it can be enjoyed, the campaign connects the drink with humor, celebrations, and unexpected cultural moments.
Camila McConaughey Pushed For An Organic Tequila
Although Pantalones does not take itself too seriously, the McConaugheys have emphasized that considerable work went into creating the product. Pantalones co-founder Andrew Chrisomalis credited Camila with pushing for the tequila to be organic.
“I’m super pumped that Camila, in particular, insisted on the tequila being organic,” Chrisomalis said. “There have been other sorts of organizations that have tried to codify tequila, like the Additive Free Alliance. And all of that has been disbanded by [Mexcian regulatory agency] the CRT. The good news is we’re 100% USDA-certified organic, which the CRT recognizes. It’s the highest standard in clean tequila, no pesticides, herbicides, fungicides.”
Pantalones is distilled in Amatitán, Jalisco, Mexico, and made with 100% blue Weber agave. Its portfolio includes Blanco, Reposado, Añejo, and Extra Añejo expressions. Camila revealed that arriving at the finished product required far more than a few casual taste tests. “We had plenty of trials to get to this,” she shared. “It took us 47 iterations to where we are and what you’re tasting from that bottle.”
Earlier versions reportedly had a finish closer to star anise, which was ultimately eliminated as the team searched for the desired sweetness.
Matthew McConaughey Has A Five-Part Drinking Checklist
Matthew also has a very specific method for deciding whether a drink works for him. His five-part checklist considers its taste, the experience someone has while drinking it, its effect on sleep, its effect on dreams, and how the person feels the following day. “I’d say Pantalones checks all those boxes,” he declared.
The brand has since earned multiple Double Gold medals from the San Francisco World Spirits Competition, along with recognition from the SIP Awards and Miami Spirit Awards. However, the McConaugheys’ biggest advantage may be their willingness to present Pantalones as a genuine joint venture instead of merely attaching their names to it.
The couple also has a personal history with tequila. Matthew and Camila first met while drinking Margaritas 19 years ago. “And we’ve now got three kids in the family,” the actor quipped. “We’re still together, so we have some thanks to tequila for my eyes being clear that night.”
The Couple’s Marriage Makes The Pants-Optional Humor Work
Matthew admitted that mixing marriage with business can create complications, but he believes their relationship is what allows Pantalones’ suggestive humor to remain playful. “We said ‘let’s do it together and be face-forward,’” he explained. “Understandably, starting a business relationship between a couple, and you’ve got a romantic relationship, it can throw things off-kilter.”
The actor added, “But look at our humor with our campaign, the whole pantless thing that doesn’t work with just me or if I’m with a celebrity female. Because Camila and I are married and we have kids, there’s a sort of innocence about it.”
The new rodeo partnership carries that philosophy into another arena, pairing an accomplished barrel racing team with a tequila brand that was practically destined to share its name. Adios Pantalones may be saying hello to his newest sponsor, but the pants, unsurprisingly, are still being shown the door.
