A new chapter? Probably too much to ask I’d reckon.

I have previously Posted on celebrities jumping on the tequila (or mezcal, or sotol) bandwagon to “create” new brands of tequila for “discerning” consumers. Celebrity Tequila. Cultural Appropriation? Gentrification?

Only a few hours ago (on the twenty sixth day of October in the year of our Lord two thousand and twenty three) a new celebrity has entered the tequila market. Matthew McConaughey.

Matthew (David) McConaughey is (as of today) a 53 year old American (Estados Unidos) actor. His first foray into the Hollywood echelon was in the role of a supporting actor via the coming of age stoner move “Dazed and Confused”.

You might have seen him in this meme. (1)

1. meme : noun; (1) an image, video, piece of text, etc., typically humorous in nature, that is copied and spread rapidly by internet users, often with slight variations.

“Be A Lot Cooler If You Did” is a memorable quote spoken by Matthew McConaughey from the 1993 movie Dazed and Confused. The quote is said by Matthew McConaughey’s character, David Woodson, while driving around in a car with main characters Pink (Jason London) and Mitch (Wiley Wiggins). The song playing on the radio is “Low Rider” by War, a song prominently used in other stoner settings. In this scene, McConaughey’s character asks Mitch if he has a joint on him, and when told no, he says the quote, “Be a lot cooler if you did.” The first archived use of the meme was on Facebook, by the account Anytime Fitness- Fairmont, who posted the meme as a reply to Lou Ferrigno talking about the movie.

A handsome and charismatic man he soon was deeply mired in the genre of Romantic Comedies in which he became somewhat typecast.

He very soon became a bankable leading man and appeared in many dramatic films and he won an Academy Award for Best Actor in 2013 for his portrayal of Ron Woodroof, a cowboy diagnosed with AIDS, in the biopic Dallas Buyers Club.

Never mind all that crap though, Matt has now joined other celebrities, such as George Clooney and Dwayne (The Rock) Johnson, in releasing something “new” into the tequila market and, in his words………..

AUSTIN, Texas, Oct. 25, 2023

“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,”

Matthew and Camila McConaughey. (1)

1. (I think you nailed it with the first comment Matt) : https://kfor.com/business/press-releases/cision/20231025NY48169/tequila-finally-gets-a-kick-in-the-pants-matthew-and-camila-mcconaughey-introduce-pantalones-organic-tequila/

Direct from the Pantalones website : “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.” (1)

1. not much better really (and again the obvious is stated) : https://pantalonestequila.com/

Before we get to the tequila lets look at where it comes from.

Tequila Pantalones is produced under the NOM (1) 1614 at Tequilera Tap, S. De R.L. De C.V. at Amatitan in Los Valles of Jalisco. This same distillery currently also produces the Cazcanes, Hijole!, Inspiro Tequila, Padrecito Premium Organic Tequila and Tres Agaves labels.

1. The NOM is the Norma Oficial Mexicana or, in English, the Normative Number.  It is a seal guaranteeing that this tequila or mezcal is made to government standards. The number after NOM is the distillery registration number as assigned by the government. NOM does not indicate the location of the distillery, merely the parent company or – in the case where a company leases space in a plant – the physical plant where the tequila was manufactured. See Tequila and Mezcal : A Primer : How to read a tequila or mezcal label. for more info

Some of the distilleries work…..

The literal translation of pantalones is “pants” (as in trousers). Their website also notes the word can also be translated Spanish “slang for guts” and say that “Pantalones Tequila is all about having the guts to make that next move, to have fun and not take things too seriously. We all put our pants on one leg at a time, and just like pants our Tequila is for everyone.” They put a bit of weight in the word pants which I found quite interesting as the advertising goes in a very different direction.

Now I’m not going to go too much into the tequila as it it is not overly different (or different at all) when compared to other varieties.

It is…..

• Made from 100% organically grown Blue Weber Agave. 100% agave. This is the most important signifier for Tequila aficionados. It means that the tequila was made with 100% agave sugars (as any good tequila should be and actually MUST be if it wants to be called a Tequila – although other sugars may be added (within certain guidelines). Tequila must, by Law, be a minimum of 51% agave sugars. If it doesn’t say 100% agave then it is called a “mixto” (sometimes “Gold” or “Oro”) and the added sugars are usually cane sugar (sometimes caramel colouring is added to give it a golden “wood aged” appearance). These are considered to be lower quality tequilas, good for Margaritas but not for savouring. The “organically grown” is slightly unusual but not unknown in the world of tequilas. They do mention that the agaves are grown on 7,000 acres of farming land which is currently farmed by the 4th generation of farmers. The tequila aside from being marketed as organic is also noted specifically as being “additive free”. This means that no other sugar (either from cane or agave) is added and that the tequila is not coloured through the addition of a caramel colourant (this is totally legal in the tequila world). Rules against adding ingredients to tequila are quite rigid and you’ll NEVER find a worm in your tequila (like you might in mezcal)
• They then “endearingly harvest the agave when they reach their most congenial and sweetest selves” at which point they then “adoringly slow cook them without any haste” to allow their “nurtured agave to mature that sweetness even more”. Good Lord.
• “After the agave have been slow cooked, we give a friendly crush, much like the embrace of a loved one to release that sweet agave nectar”. Then they use their own organic yeasts “cultivated from the very same Tequila valley fields that were once home” to their “beloved agave” to begin the fermentation process. The language isn’t getting any better (very buddy buddy, much like Matt himself?)
• Once they have “deemed the liquid fermented just right” they distil the must “not once, but twice” in “more than accommodating pot stills”. No biggie here. ALL tequila is required by Mexican Law to be double distilled (some are triple distilled and there are even a few quadruple distilled – total overkill and not required by Law or any other reason really).
• Their Reposado (reposed/rested) and Añejo (aged) are then “relaxed” in American Oak Whiskey Barrels (for 9 and 15 months respectively). Typically Tequila reposado is aged 2 to 12 months and Tequila añejo is aged 1 to 4 years (both in oak barrels)

So, as far as the process goes, this tequila is no different to anything else out there currently on the market.

Now, I previously mentioned the focus on “pants” with this tequila and it brings up something I’ve queried before. Cultural appropriation as compared to cultural appreciation. So what is occurring here? Early in 2021 Kendall Jenner (and I refuse to say celebrity here) released a tequila under the nombre Tequila 818. One of the major gripes with this range was one of cultural appropriation as young Kendall fashioned herself in a somewhat boho campesino (peasant) style that did not sit well with Mexicanos. Her clothing and hairstyle were lambasted as being a form of “migrant chic” and she received quite the backlash for being just “another rich, white celebrity appropriating and profiting from the Mexican culture”

Now I don’t know how Matt might deal with similar disapprobations but he’s simply avoided the clothing issue by not wearing any at all (well, by not wearing any pantalones anyway).

In a YouTube video announcing the Pantalones brand Matt is riding a motorcycle and queries, “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. The camera then pulls back and you see they both have their (presumably naked) lower bodies pixelated.

They raise a glass and it’s revealed that the two motorcycles are on a trailer being towed.

Then they walk off, into the sunset, pants free of course.

When did tequila stop being tequila?.…..Well it never has Matt (well not until celebrities got a hold of it)

“Right where’s the fun?” ……..Well Camila it’s right there in the bottle. It was right there in the bottle long before you got hold of it.

Cultural appropriation? Insensitivity? I believe that Matt is liked more than Kendall so perhaps he will not be attacked in the same manner as a gormless, rich white girl.

Lets see where this one goes.