Did you know May 1 is World No Pants Day? Neither did we until Pantalones Organic Tequila launched its 2024 marketing campaign featuring co-founders Matthew and Camila McConaughey sans pants.

In the creative, the husband and wife co-founders extol the virtues of their tequila while taking a literal ‘bottoms up’ approach to various scenarios.

“We’re precious about our tequila, not our pants,” the McConaugheys said. “With the explosion in popularity of tequila, there’s a level of snootiness that’s crept into the category. People now talk about tequila the way they talk about wine. While we’re all for being passionate about tequila, we wanted to remind people that, above all, it’s meant to be fun. That’s where the name Pantalones came from and that’s why you won’t see us wearing any.” 

The first has the McConaugheys (temporarily) in pickleball outfits while making a pickle margarita and declaring Pantalones the ‘Official Tequila of Pickleball.’ An accompanying print ad parodies the iconic Tennis Girl poster from the 1970’s. The brand stated almost all of their 2024 work will be pants-free.

In the recently announced San Francisco World Spirits Competition, Pantalones Organic Añejo was awarded the highest recognition: Double Gold, an award given when all judges unanimously voted it the Best in Class. In addition to the Double Gold recognition, the Blanco expression received a Gold medal and the Reposado won Bronze. Each expression was also recognized in the L.A. Spirits Awards with Blanco winning Gold, Reposado winning Silver and Añejo winning Bronze. 

Crafted with 100% premium, organic, blue weber agave, Pantalones Organic Tequila is born from the earth, nurtured by the hands of 4th generation agave growers and produced in a certified organic family-owned distillery in Amatitán, Jalisco. 

Pantalones is preparing to expand its distribution across the United States later this year. No word yet on international expansion, but stay tuned.

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