Sauza Tequila, one of the oldest and most storied houses in tequila, and Justin Timberlake have joined forces to launch Sauza 901 super-premium tequila. The co-branded partnership blends the creativity and one-of-a-kind personality of the 901 brand’s founder with the quality and history of iconic Sauza Tequila to craft a dynamic lifestyle spirits brand.
This latest tequila is looking to take on the persona of its creator – delivering a smooth, versatile and unique taste that is a cut above the rest.
“Justin Timberlake is a creative powerhouse, and we couldn’t be more excited to join forces for this long-term partnership on Sauza 901,” said Bill Newlands, President North America, Beam Inc. “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.”
Named for the time when the night gets interesting and a nod to Justin Timberlake’s hometown area code in Memphis, Tennessee, Sauza 901 Tequila embodies the fun energy of the award-winning entertainer. Sauza 901 offers a smooth, triple-distilled 100 percent agave tequila. Perfect for nighttime and celebratory occasions, Sauza 901 can be served straight up or on the rocks.
“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,” said Justin Timberlake. “That trip inspired me to create 901, and I’m thrilled to partner with Sauza so we can continue to bring the world 901.”
Sauza 901 will be available in select markets in early 2014 for a suggested retail price of $29.99. The Sauza 901 brand will be rolled out in select international markets, as well.
To offer an exclusive taste of Sauza 901, the brand will have a presence at Justin Timberlake’s world tour “The 20/20 Experience” with a Sauza 901 bar at every show.
Alex has written for Vanity Fair, Barrons, Bloomberg and Condé Nast Traveler.