USA. Pernod Ricard Global Travel Retail is celebrating the exclusive channel debut of Mexican tequila brand Código 1530.
The launch was supported by an immersive pop-up campaign hosted by DFS Group in New York John F. Kennedy International Airport Terminal 4 from 15 July to 11 August.
The roll-out highlights Pernod Ricard GTR’s strategic push to showcase the premium tequila brand to discerning travellers and tequila enthusiasts worldwide, underscoring its commitment to investing in the competitive tequila category.
The pop-up experience offered guided tastings from the Código 1530 collection, including the popular Reposado, Rosa and Añejo. The pure form Blanco and premium Napa Cabernet wine cask-aged Origen tequilas were also available.
Travellers can enjoy limited-edition gifts with purchase, including Código-branded stainless steel-lined tumblers with a slide-close lid and canvas tote bags.
The campaign was promoted through digital screens across the airport terminal to build brand awareness and drive traffic to the pop-up.
The combined effect is to highlight Código 1530’s artisanal heritage, high quality and refinement, the brand owner noted.
Each expression is crafted at a single NOM distillery (NOM denotes authentic tequila produced in Mexico), using fully matured Blue Weber Agave and Amatitán water from freshwater pools and rainwater, filtered through the volcanic soil of Los Bajos.
The tequila contains only high-quality juice and pulp from the first press of agave to garner the purest flavour. It is free from additives, sweeteners, flavourings, colourings or chemicals.
To reflect these sustainable production methods and craftsmanship, Pernod Ricard GTR built the Código 1530 pop-up unit to a modular design allowing it to be dismantled and repurposed, minimising waste.
Pernod Ricard GTR General Manager – TR Americas Greg Ford said: “We are thrilled to introduce our new tequila brand to travellers across the Americas.
“Our partnership with DFS provides us a unique platform to reach consumers and represents a significant milestone for us on the journey and ambition we have for Código 1530 Tequila, as we aim to bring the rich heritage and amazing liquid to our consumers.” ✈
