By Anne Telford
The story of Código1530 tequila is one of history, craft and tradition, all the elements that engage Andy Anderson. From firearm manufacturer Beretta’s venerable weapons to W.C. Russell Moccasin Co.’s handcrafted footwear to the Código tequila launch, family and craft resonate and provide the elements that make a compelling visual story for the perpetually roving photographer.
An attractive couple dances and embraces in a colorful bar. She holds a bottle of tequila in one hand, promising delights unknown. The atmosphere is one that can’t be staged, the walls are old and textured, the furniture scarred by use. The scene is real. The people are not models, and the tequila is soon to be introduced across the border (it is currently available only in Tennessee, Texas, Colorado, and California). Named for the year the town of Amatitán received their official charter from Spain, the premium tequila bears the Jerusalem Cross as the symbol of its heritage story. The name honors “Los Códigos” the old world codes and customs that still live on in the region and that are a vital part of the process.
Terroir is a term for how a particular region’s climate, soils and aspect (terrain) affect the taste of wine. The town of Amatitán combines a centuries-long story of heritage with an ideal terroir for producing tequila. The broader region of Los Bajos, beneath El Volcán de Tequila is an important tequila producing area of Jalisco: the rich volcanic soil and the freshwater pools and rainwater nurtures the blue agave to maturity over a period of seven to ten years.
The shoot in Cabo San Lucas at the southern tip of the Baja Peninsula utilized homes and locations with minimal styling, and featured friends of the client. They were asked to dress as they ordinarily would, and their actual homes featured in the campaign were not redecorated for the shoot. “That bar was literally the way we found it. We moved some chairs around and that was it. They wanted a real authentic feel to it. I wanted to embrace what was there,” Anderson says.
Brand manager Stephen Miles of Código 1530 explains, “Many of the characters featured in our brand imagery have been close friends of our CEO and Co-Founder, Federico Vaughan, for years. Much like our shoot location and setting, the people featured in our brand imagery have been the true supporters of our tequila—long before it even bore the Código name. The way of life we feature in our campaigns is the way of life many of Fede’s friends live each and every day in Mexico.
“Cabo San Lucas is where our brand really took root as the private tequila of a selective group of families and friends in Mexico, and we wanted to capture that essence in our content shoot while paying homage to this special place.”
That essence and more was captured in Anderson’s fun and sexy shots. He claims that the shoot was uneventful and everyone was happy. With premium tequila involved, and Anderson behind the camera, that is no surprise.
In advance of its U.S. launch, Codigo has already begun reaping awards, making a clean sweep at the 2016 SIP Awards, the first competition the brand has entered. With Anderson’s enticing photography, the brand looks poised for success. Salud!