Pernod Ricard Global Travel Retail has announced the launch of Código 1530 Tequila in travel retail, the debut for which was celebrated with a pop-up event at Terminal 4, John F. Kennedy International Airport (JFK), New York.

The activation, hosted by DFS Group, started 15 July and ran until 11 August, and Pernod Ricard Global Travel Retail (PRGTR) stated it signalled a strategic move to bring the premium tequila brand to worldwide audiences, and demonstrated its commitment to investing in the competitive tequila category.

Travellers passing through JFK Terminal 4 experienced guided tastings from the Código 1530 range, including the Reposado, Rosa and Añejo.

The pure form Blanco and premium, Napa Cabernet wine cask-aged Origen tequilas were also available to purchase.

The activation was complemented by screens around the airport with supporting visuals terminal depict eye-catching visuals, designed to highlight the tequila brand’s artisanal heritage, 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.

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.

Remarking on the launch, Greg Ford, General Manager – TR Americas, 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.”

READ MORE: Pernod Ricard’s Malfy Gin Rosa launches exclusive collaboration

READ MORE: Pernod Ricard GTR reveals Martell Cordon Bleu Paris in time for Olympics

READ MORE: TRBusiness Shorts: Pernod Ricard GTR