Beam buys stake in Justin Timberlake’s 901 Tequila

14th January, 2014 by Becky Paskin

Beam Inc has acquired a stake in Justin Timberlake’s 901 Tequila, and plans to migrate the brand into its Sauza Tequila portfolio.

Sauza-901-Tequila-Justin-Timberlake

Justin Timberlake’s 901 Tequila will be rebranded to include Sauza’s identity

Co-founded by Timberlake and Kevin Ruder in 2009, the super-premium 901 Tequila has been renamed Sauza 901.

Having been produced at Destilleria Santa Lucia since its inception, Sauza 901 is currently in the process of being incorporated into Beam’s existing facilities, which includes the La Perseverancia distillery.

While 901 is currently a 40% abv, 100% agave silver Tequila, it is unsure whether the flavour profile of 901 Tequila will change following its move to a new production site.

“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.”

Sauza 901 will be available in select markets, starting with the US, in early 2014 with an RRP of US$29.99 for 750ml. The bottle will feature new co-branded packaging, and will be rolled out to international markets over time.

Timberlake launched 901 Tequila in the UK in July 2013 through distributor Hi-Spirits.

Sauza 901, along with the Sauza brand and owner Beam, is in the process of being sold to Japanese drinks firm Suntory Holdings for US$16 billion.

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