Agave
With the agave category growing rapidly, Pernod Ricard is looking to capitalise on this opportunity with a portfolio that spans everything from Premium to Ultra Prestige - providing not only an entry point, but also a trade-up option for every consumer looking to enjoy the spirit.
This broad range was complemented during the year by our acquisition of a strategic majority stake in Código 1530 Tequila, further rounding out our agave portfolio to offer consumers quality options across all price points.
Código has a reputation for being one of the finest all-natural tequilas on the market and has uniquely positioned itself within a very competitive category, thanks to the quality proposition of its range of Ultra- Premium and Prestige products.
Código’s range of exquisite tequilas reinforces our portfolio of Ultra Premium+ agave products in the US, where the category is enjoying a very strong momentum.”
Código joins a portfolio of brands that already included Altos, Avion and our leading Mezcal brand, Del Maguey. A standout brand, Del Maguey has continued to outperform an already dynamic category, growing 30% in the Off Premise in the first half of FY23.
In March 2023, we announced the launch of our newest expression - Del Maguey Vida Puebla - in all major markets across the US, inviting new drinkers to our agave portfolio. Nuanced and artisanal, Del Maguey Vida Puebla is easy to drink. It is savoury and bright on the nose with notes of roasted agave softened by hints of citrus, white peach, and candied pine.