For some, it’s a reward. For others, it’s a punishment. The “tequila worm” divides alcohol connoisseurs as the wiggly little prize at the bottom of a bottle. What started as a marketing trend for ...

Matthew McConaughey's Pantalones Organic Tequila is reintroducing an iconic tradition—the worm. That’s right; the brand is bringing back the nostalgic worm that was once a staple at the bottom of many ...

Tequila defied 2025’s global spirits slump—but a bitter fight over “additive‑free” labels shook the industry to its core.

Mention a bout with mezcal and at least one of your acquaintances will fire back with the “did you eat the worm” question. But insect larvae added to bottles of mezcal are a relatively recent ...

Pantalones Tequila launched a new spot featuring brand co-founder Matthew McConaughey. The focus is bringing back the worm to tequila — but with a whimsical twist. Maximum Effort did the creative, ...