October 26, 2023

The Tale of Talent and Tequila: Matthew McConaughey and Wife Camila Alves Launch Tequila Brand

Are you even a celebrity if you haven’t launched your own tequila brand? Just kidding — kind of.

Matthew McConaughey and his wife, model and designer Camila Alves, are joining the long list of celebrities who have launched their own tequila brand. The parents of three kids call their new tequila, Pantalones: “the best thing we’ve made with our pants on.”

When it comes to the creator space, we know the world of tequila all too well. The Tequila Club is one that every celebrity seems to be interested in joining, and it’s no surprise.

Even as the non-alcoholic beverage industry continues to skyrocket in popularity, tequila sales reached an all-time high in the United States last year. In 2022 alone, more than 29 million cases of 9-liter tequila bottles were sold around the country — an 11.5 percent jump from the previous year.

Here’s a list of some of the celebrities who have contributed to tequila’s boom with their own brands:

Adam Levine

Musician Adam Levine teamed up with his supermodel wife Behati Prinsloo to launch Calirosa Tequila — a tequila aged in red wine barrels — in July 2021.  Now, the brand offers four different tequilas: Rosa Blanco, which is aged for one month; Reposado, which is aged for nine months; Añejo, which is aged for 18 months; and Extra Añejo, which is aged for three years.

Guy Fieri and Sammy Hagar

Food personality Guy Fieri and similarly fiery rockstar Sammy Hagar teamed up to bring Santo Mezquila, a mix of tequila and mezcal, to life. They made their vision a reality by working alongside Juan Eduardo Nuñez, a third-generation master distiller from El Viejito, a Mexico-based distillery that was founded in 1937.

Dwayne “The Rock” Johnson

In March 2020, The Rock teamed up with bodybuilder Danny Garcia and liquor industry veterans Jenna Fagnan and Ken Austin to launch Teremana Tequila. The team placed an emphasis on sustainability when it comes to producing the Jalisco-made, small-batch tequila: 100% of the agave fibers that are left over after production are turned into a natural compost that is used as an organic fertilizer in the agave fields.

Nick Jonas + John Varvatos

Musician Nick Jonas and fashion designer John Varvatos teamed up to launch Villa One Tequila in 2019. To make the tequila, which is offered in Silver, Añejo, and Reposado, the company sources blue weber agave from both the Highland and Lowland regions of Jalisco.

Michael Jordan

One night, five NBA owners got together and bonded over their shared love of tequila. They put their heads together, and before long, basketball legend Michael Jordan was teaming up with the owners of the Celtics, the Lakers, and the Bucks to bring Cincoro Tequila to life.

Kendall Jenner

In 2021, Kendall Jenner, model and member of the Kardashian-Jenner family, launched 818 Tequila – named after the area code of her hometown, Calabasas, Calif. Jenner’s team works with local, family-owned farms in Jalisco to produce the tequila, which is offered in Blanco, Reposado, Añejo, and Eight Reserve — a blend of Añejo that is aged for up to eight years.

Justin Timberlake

Justin Timberlake’s tequila, Sauza 901, was also named as an ode to the singer’s hometown, Memphis, Tenn. The roots of the company go back to 2014, and the tequila, of course, is named after Memphis’ area code.

Rita Ora

Singer Rita Ora teamed up with craft spirits marketer Conecuh Brands and one of Mexico’s top female distillers, Stella Anguiano, to bring her tequila, Próspero — which comes in both Blanco and Reposado – to life in 2019.


Even rock band AC/DC wanted to get in on the tequila action. The band launched its own tequila, Thunderstruck, in 2016, leaning on their hit 90s song for inspiration. Of course, the packaging is decorated with the band’s logo and lightning bolts, so you can’t miss it.

Interested in building your creator brand or working for one? Reach out to us to start the conversation.

Alexis Benveniste is a New York-based writer and editor whose work has been featured in The New York Times, Bloomberg, Vanity Fair, and other outlets.

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