Justin Timberlake and 901 Silver Tequila -- Celebrity Sip

by LeNell Smothers, Posted Aug 13th 2010 @ 1:00PM

901 Tequila bottle Photo: 901

Sammy Hagar made a fortune off Cabo Wabo, a tequila brand that he built, then sold. The brand appealed to the rock 'n' roll, wild, spring-break-in-Cabo kinda crowd. Another music star now enters the tequila market: Justin Timberlake's new tequila brand 901 seems to want to grab the big city party goer who is willing to stand in line behind the velvet rope to see if a big guy at the door nods that he or she is sexy enough to play. When you head toward the events menu on the 901 website, you read "Check us out...assuming you're on the list, of course."

The website opens with a sultry woman with big doe eyes rocking slightly back and forth, making you wonder what she's going to reveal once you enter your age to gain admission. Miss Doe Eyes reappears elsewhere on the website in a short commercial, in which she instructs "how to conquer," ending with what seems to be a man, um, conquering her, or vice versa? Timberlake directs these advertising spots himself -- they're slated to run online first, then on video networks, followed by print ads in September, and then on television in the spring of 2011.

Timberlake and company president Kevin Ruder chose to work with Tequilera Newton e Hijos, S.A. de C.V. (that's pretty much Spanish for Tequila House of Newton and Sons, Inc.). The small Newton company was founded in the 1980's in Jalisco, Mexico, and has mostly produced mixto-style tequilas (agave spirit mixed with other spirits) sold only in Mexico. In 1996, they received their license to sell 100% agave tequila. Timberlake's release is made from 100% blue weber agave aged nine to 10 years, which is typical for all high quality tequilas. The plants come from the area known as the "highlands" in tequila talk. This region tends to produce tequilas with more fruity and floral notes as opposed to the earthier flavors of the lowlands area.

All tequila has to undergo double distillation by law. The 901 Silver also proudly boasts triple distillation, which is not regulated. Timberlake's tequila is not alone in this claim; however, as Porfidio seems to have started the marketing idea that triple distillation is a mark of distinction in tequila. Corralejo, Tres Generaciones, and Casa Noble are a few other brands also bragging triple distillation.

Tequila aficionados often argue that if the first two distillations result in clear, clean spirit -- no third round is needed. Up to a point, the more you distill a spirit, the less flavor you have. Many tequila lovers prefer a full, potent peppery agave flavor. The fans of triple distillation say that the extra distillation results in a more toned down flavor.

The name 901 is said to be a nod to the area code of Memphis, Tennessee, Timberlake's hometown. Besides Tennessee, the website lists several states of availability, including Colorado, New York, New Jersey, Texas and Arizona. The price averages between $40 and $50 for a 750ml bottle.

Head over to the website drink recipes such as the 901 AM and the 901 PM.

(Disclaimer: I have not received any free samples or attended any promotions of 901 Silver tequila.)

Filed Under: Celebrities
Tags: 901 silver tequila, 901 tequila, 901SilverTequila, 901Tequila, Justin Timberlake, JustinTimberlake, tequila