Few iconic celebrities have done more than Dwayne “The Rock” Johnson to raise the profile of tequila in the public’s mind. Another Hollywood superstar is set to continue this trend, with Matthew McConaughey and his wife Camila launching a new brand, Pantalones Organic Tequila.

This line of super premium organic tequila has been crafted first and foremost as a celebration of fun, urging those who drink it to not take life too seriously. It’s an ethos that fits perfectly with tequila’s broader image as a drink tailor-made for exuberant parties and gatherings.

Pantalones Tequila is a smooth drink that brings agave and Blanco together for outstanding flavor featuring a touch of vanilla, butterscotch, and maple to the experience. Additional taste profile notes come from the fresh oak aging process, which takes nine months to achieve. There are also hints of honey and citrus to be found in Pantalones Tequila, and everything is held together with organic blue Weber agave.

The tequila enters the market with three distinct offerings – Blanco ($40), Reposado ($45), and Añejo ($50). These premium tequilas are set to grace the shelves of select Total Wine stores in Arizona, California, Florida, Nevada, and Texas, as well as being available for purchase online at pantalonestequila.com.

Matthew and Camila McConaughey have called on the extensive expertise of the family-owned distillery based in Amatitán, Jalisco, to bring this beverage project to life. It’s a region that has long been regarded highly for its exceptional agave, where fourth-generation growers have perfected their craft.

Pantalones Organic Tequila has been produced in conjunction with the 1% For The Planet organization, with sustainable production and practices embedded in its principles.

In other spirit-related news, check out Agua Mágica Mezcal.