AGAVE
The Agave spirits sector remains one of the industry’s fastest-growing and most resilient categories. Valued at approximately USD 13.5 billion in 2023, the global agave spirits market is projected to grow at a CAGR of 9.3% from 2024 to 2030(1).
Diverse factors explain this growth, including: agave spirits featuring in popular cocktails; high-profile celebrities launching their own brands; a less calorific profile; and consumer demand for artisanal experiences and stories. Long recognising this potential, Pernod Ricard acquired its first Tequila in 2001 (Olmeca) and has proactively diversified its offering through strategic acquisitions and innovations, consciously reflecting the different aspects of Mexico for diverse audiences and occasions.
Continuing the Global Journey of Código 1530
Código 1530 embodies the essence of quiet luxury, favoured by those who appreciate authenticity over ostentation. Since its launch in 2016, this purely natural tequila has cultivated a discerning global fanbase and is now available in all 50 states in the United States and 48 countries worldwide, from trendy beach clubs to upscale cocktail bars. Recent activations include the Margarita Challenge in Indonesia, Tokyo Bar Show, and Stagecoach Festival collaboration with the Código 1530 Cantina.
48 Countries worldwide where Código is available
This anniversary is not just a celebration of our past and position as the number one mezcal, but a commitment to how, as we continue to innovate and expand globally, we will advocate for sustainability and the preservation of the artisanal and ancestral processes and producing families that have defined both the category and Del Maguey since the start.”
Del Maguey celebrates three decades of Liquid Art
Since its inception in 1995, Del Maguey Single Village Mezcal has led the way in introducing consumers and bartenders alike to the depth and diversity of the once lesser-known spirit. It is the world’s most awarded mezcal, and the driving force behind mezcal’s exponential growth - outpacing the total category fourfold (+20.4% versus + 5.3%)(3). In 2025 the brand celebrates three decades of pioneering craftsmanship, authenticity and community. Kicking off with a special celebration in Oaxaca, Del Maguey brought together the brand’s founding families, with trade and industry professionals, before embarking on a year-long global tour of leading international trade shows.