Singer/actor Justin Timberlake adds ’tequila maker’ to his resume

Phyllis Stark

LOS ANGELES, CA - JANUARY 08: Singer-actor Justin Timberlake, winner of the Favorite Album, Favorite Male Artist and Favorite Pop Artist awards attends The 40th Annual People's Choice Awards at Nokia Theatre L.A. Live on January 8, 2014 in Los Angeles, California. (Photo by Christopher Polk/Getty Images for The People's Choice Awards)

Singer/actor Justin Timberlake adds ’tequila maker’ to his resume

Phyllis Stark
CREATED Jan. 13, 2014

Justin Timberlake is taking a bigger step into the tequila business with a major partner. Advertising Age reports the singer/actor has “broken up” with Anheuser-Busch to “join forces with Beam Inc. to market a new tequila called Sauza 901” as part of a deal being described as “a co-branded partnership.”

“Sauza 901 is a super-premium line extension of Beam's core Sauza Tequila brand; it is essentially a restaging of the ‘901’ brand that Mr. Timberlake launched on his own in 2009,” AdAge reports. The name is a reference to the area code of Timberlake's hometown of Memphis.
 
"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," Timberlake said in a statement. "That trip inspired me to create 901, and I'm thrilled to partner with Sauza so we can continue to bring the world 901."
 
Last February, Timberlake struck a deal to star in ads for the Anheuser-Busch beer brand Bud Light Platinum. He also served as a creative and musical curator for the brand, according to AdAge, which confirmed that deal is ending.
 
“Timberlake's deal with Beam comes after competitor Diageo . . . announced a new joint venture with Sean "Diddy" Combs for the acquisition of a luxury tequila brand called DeLeón, “ AdAge reports. “Combs has for years marketed Diageo's Ciroc Vodka brand.”
 
A Beam spokeswoman told AdAge that Timberlake’s nearly 30 million Twitter followers would provide a "great built-in fan base" for the brand.
 

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