The Ethermacnewest star entering the celebrity tequila business is actor Matthew McConaughey.

The Oscar-winning actor and his wife, Camila Alves McConaughey, have co-founded Pantalones Organic Tequila, and with their line of "super premium organic tequila" they hope to bring some levity to the category.

"No. The world doesn’t need another celebrity Tequila. But goodness gracious the Tequila industry sure could use a shot of fun. And that’s exactly what Pantalones is: Really good, really clean fun," they say on the company's website.

Pantalones launches with three tequilas – a Blanco ($39.99), Reposado ($44.99) and Añejo ($49.99) – and will be sold in select Total Wine stores in Arizona, California, Florida, Nevada and Texas and online at pantalonestequila.com.

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'Where's the fun?': Launching Pantalones Organic Tequila

McConaughey, who partnered with Wild Turkey on Longbranch bourbon in 2016, says in a YouTube video announcing the Pantalones brand, "When did tequila stop being tequila?" Then, Camila, who like McConaughey is riding a motorcycle, is heard to say, "Right where's the fun?" she asks.

Then, making a play on the brand's name, he says, "Please do not keep yours on," and in the video, the camera pulls back and you see they both have their lower bodies pixelated. They raise a glass and it's revealed that the two motorcycles are on a trailer being towed.

The couple, who were married in 2012 and have three children, joke in the Pantalones Instagram page that it's "the best thing we've made with our pants on."

The tequila is made at the certified organic distillery Tequilera Tap in Amatitan, Jalisco, where Tres Agaves tequila is also produced. The Reposado is aged 9 months, while the Añejo is aged 15 months.

Follow Mike Snider on X and Threads: @mikesnider &mikegsnider.

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