Justin Timberlake fronts Sauza 901 Tequila campaign

Sauza 901 Tequila has today launched its first digital marketing campaign featuring brand co-owner Justin Timberlake.

Justin Timberlake fronts the first digital marketing campaign for Sauza 901 Tequila

The year-long Premium Remastered campaign will encourage consumers to change their preconceptions of premium Tequila through a series of videos starring the singer.

The first video in the series, entitled Don Sauza’s Diary, draws parallels between the company’s founder, Don Sauza, and Timberlake, a “modern day pioneer”.

“We wanted to develop a campaign for Sauza 901 that was rooted in the heritage and tradition of Sauza, but with a creative twist, just like Justin Timberlake, the brand’s founder,” said Gary Ross, senior brand director of Tequila at Beam Suntory, the new name for the now merged US-Japanese group.

“The Premium Remastered concept perfectly represents our exceptional quality and distinctively creative style.”

Timberlake first launched 901 Tequila in 2009 with business partner Kevin Ruder. Beam bought a large stake in the company in January 2014, and renamed the brand Sauza 901.

“I have spent the last several years creating a premium brand that captures the passion I have for Tequila and redefines the category as I see it,” said Timberlake.

Watch the first video in the Sauza 901 Premium Remastered campaign, featuring Justin Timberlake, below.