Pernod Ricard to acquire majority stake in ultra-premium tequila Código 1530
Founded in 2016, Código 1530 is already available nationwide in the US and is in the early stage of international development with a presence in more than 30 markets – with Pernod Ricard’s new investment now ‘poised to accelerate the brand’s global development and reach new consumers’.
The story of Código 1530 tequila, founded by Ron Snyder, Federico Vaughan and George Strait and produced in Jalisco, is based on the transmission of an ancestral tequila recipe following Los Códigos (‘the codes’). Its portfolio consists of Ultra-Premium (Blanco, Rosa and Reposado) and Prestige products (Añejo, Barrel Strength Añejo and Origen Extra Añejo).
Pernod Ricard’s roster of tequila brands already includes Olmeca, Altos and Avion. The group is also adding two new Mezcal references (Código Mezcal Artisanal and Código Mezcal Ancestral) to its Mezcal portfolio built around the Del Maguey and Ojo de Tigre brands. Meanwhile, the company recently made inroads in the sotol category through its acquisition of a minority stake in the ultra-premium Nocheluna brand.
Alexandre Ricard, Chairman and CEO of Pernod Ricard, said US consumers and connoisseurs in the upper segment are eager to discover brands that combine strong roots with the most exclusive quality. “Código’s range of exquisite tequilas reinforces our offer of Ultra Premium+ agave products in the US, where the category is enjoying a very strong momentum,” he said.