Pernod Ricard Global Travel Retail (PR GTR) launched Código 1530 Tequila in travel retail with a vibrant pop-up event at Terminal 4 in New York’s John F. Kennedy International Airport (JFK).
The immersive activation, hosted by DFS Group, started July 15 and ran until August 11.
The exclusive debut signals a strategic move by PR GTR to bring the premium tequila brand to travelers and tequila enthusiasts worldwide and demonstrates the company’s commitment to investing in the competitive tequila category.
Travelers passing through JFK Terminal 4 experienced guided tastings from the Código 1530 range, including the popular Reposado, Rosa and Añejo. The pure form Blanco and premium, Napa Cabernet wine cask-aged Origen tequilas were also available to purchase.
Limited-edition gifts with purchase included Código-branded stainless steel-lined tumblers with a slide-close lid to sip securely and handy canvas tote bags to carry purchases home.
Screens around the airport terminal depict eye-catching visuals, connecting consumers with the pop-up.
The combined effect is to impart Código 1530’s artisanal heritage, high quality and refinement: each expression is made 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; using only the best juice and pulp from the first press of agave to garner the purest flavor, it has no additives, sweeteners, flavorings, colorings or chemicals.
Mirroring these sustainable production methods and craftsmanship, PR GTR built the Código 1530 pop-up unit to a modular design allowing it to be disassembled and reused again without any waste.
Remarking on the launch, Greg Ford, General Manager – TR Americas, said: “We are thrilled to introduce our new tequila brand to travelers 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.”
