Beverage News / Wine & Spirits

Justin Timberlake becomes co-owner with Beam of new Sauza 901 tequila

Super-premium tequila leverages singer’s creativity, Sauza brand’s equity

Deerfield, Ill.-based Beam Inc.’s Sauza Tequila brand partnered with actor and pop music artist Justin Timberlake to launch Sauza 901 super-premium tequila. The new product builds off of Timberlake’s previously launched 901 Silver Tequila and incorporates the same spirit under the Sauza brand name. The co-branded partnership blends the creativity and personality of the 901 brand’s founder, Timberlake, with the quality and history of Sauza Tequila to craft a lifestyle spirits brand.

“My love for tequila began a few years ago after I visited the tequila heartland of Jalisco, Mexico, and saw the passion and craftsmanship that goes into every bottle,” Timberlake said in a statement. “That trip inspired me to create 901, and I’m thrilled to partner with Sauza to spread the word about this great tequila.”

Named for the time when the night gets interesting and as a nod to Timberlake’s hometown area code in Memphis, Tenn., Sauza 901 Tequila embodies Timberlake’s fun energy while offering a smooth, triple-distilled 100 percent agave tequila, Beam says. Targeted toward nighttime and celebratory occasions, Sauza 901 can be served straight up or on the rocks, or it can be used in cocktails such as the Paloma or the Mexican Mule (Timberlake’s favorite cocktail, which is an updated twist on the Moscow Mule), the company says.

“Justin Timberlake is a creative powerhouse, and we couldn’t be more thrilled to join forces for this long-term partnership on Sauza 901,” said Bill Newlands, president of North America at Beam Inc., in a statement. “We look forward to driving Sauza 901 in the marketplace with the backing of Beam’s powerful marketing, sales and distribution organization. This is amazing liquid, and we believe Sauza 901 will challenge industry norms and transform the way people think about tequila.”

Sauza 901 will be available in select markets early this year with a suggested retail price of $29.99. The 80-proof, 750-ml bottle will feature co-branded packaging that includes a distinctive bottle and a unique label design, the company says. Over time, the company plans to roll out Sauza 901 into select international markets as well, it adds.

To offer an exclusive taste of Sauza 901, the brand will have a presence at Timberlake’s world tour, “The 20/20 Experience,” with a Sauza 901 bar at every show. For more information, visit www.901.com.
 

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