George Strait-backed tequila brand Código 1530 has been sold to Pernod Ricard, solidifying the brand’s global expansion.
French-based wine and spirits giant Pernod Ricard announced the acquisition of the George Strait-founded tequila brand Código 1530, a range of Ultra-Premium and Prestige tequila. This investment into the fast-growing agave category, primarily driven by the US market, complements the group’s comprehensive portfolio.
Código 1530 was founded in 2016 by Ron Snyder, Federico Vaughan, and George Strait. Produced in the Mexican state of Jalisco, the tequila is based on a traditional tequila recipe following Los Códigos (The Codes). Due to its range of Ultra-Premium (Blanco, Rosa, and Reposado) and Prestige products (Añejo, Barrel Strength Añejo, and Origen Extra Añejo), Código tequila places itself firmly within a very competitive category.
The tequila is already available within all 50 US states and is in the early stages of international development, with a presence in over 30 markets. Pernod Ricard’s distribution expertise in both ultra-premium and prestige brands poises Código to accelerate its global expansion.
“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,” says Alexandre Ricard, Chairman and CEO of Pernod Ricard. “It is a privilege to partner with Ron Snyder, Federico Vaughan, and George Strait, with whom we share a common vision for Código 1530 and a common ambition to strongly accelerate and strengthen the success of the brand.”
“We are incredibly excited to welcome Código 1530 into our portfolio, enhancing our agave products offer, especially in its upper segment where consumers and connoisseurs are eager to discover brands that combine strong roots with the most exclusive quality,” adds Ann Mukherjee, CEO of Pernod Ricard USA. “Thanks to our newly enhanced portfolio, we have never been more confident to lead the growth of the spirits’ industry within the US market.”
“We are thrilled to join forces with such a savvy international powerhouse like Pernod Ricard,” says Ron Snyder. “Our goal for Código has always been to produce and share the best possible tequila. What started as simply enjoying our tasty tequila with friends in Mexico quickly grew into an aspiration to share Código with discerning consumers around the world.”
“To gain the backing of Pernod Ricard is a powerful alliance,” Snyder concludes. “And a logical progression that will benefit consumers with an expanded reach through our collaborative growth.”