Timberlake to launch new Sauza Tequila

Pop superstar Justin Timberlake is pushing further into the Tequila trade by teaming up with Sauza to launch a new premium Tequila.

The Grammy award winning singer and premium Tequila brand have teamed up with global spirits distributor Beam Inc to launch Sauza 901 super premium Tequila in a bid to create a new “dynamic lifestyle spirits brand.”

The triple distilled agave Tequila has been named after Timberlake’s already established 901 Tequila brand taking inspiration from the area code of Timberlake’s home neighbourhood in Memphis and “the time when the night gets interesting”.

Of his new business partnership Justin Timberlake said: “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.”

“That trip inspired me to create 901, and I’m thrilled to partner with Sauza to spread the word about this great Tequila.”

Sauza Tequilla was first founded in 1873 in Jalisco, Mexico.

Bill Newlands, president of north America, Beam Inc, said: “Justin Timberlake is a creative powerhouse, and we couldn’t be more thrilled to join forces for this long-term partnership on Sauza 901.”

“We look forward to driving Sauza 901 in the marketplace with the backing of Beam’s powerful marketing, sales and distribution organisation.

“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 in early 2014 retailing at $29.99 and is expected to later be rolled out globally.