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Beam, Timberlake Partner On New Sauza 901 Tequila

January 9, 2014

Tequila appears to be the category of choice these days for aspiring celebrity spirits marketers. Just a day after the news that Diageo and Diddy are teaming on DeLeón Tequila, Beam Inc. confirms to SND that it’s partnering with Justin Timberlake on a new Tequila project, Sauza 901, which will appear in select U.S. markets early this year.

Timberlake had already been marketing a 901-branded Tequila—referring to the area code of his hometown of Memphis—which was handled by Palm Bay. Beam says the new Sauza 901, which will be owned jointly between it and Timberlake, will not change in taste profile from the original 901, and will retail around $30 a bottle. Financial terms of the Beam-Timberlake venture weren’t disclosed.

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