Sauza 901 Tequila Review Crafted by Justin Timberlake & Casa Sauza
As with most of his business ventures and brand partnerships, Justin Timberlake has done it again with his meticulously crafted Sauza 901 Tequila. After selling his own small liquor business — dubbed 901 after the area code for his hometown of Memphis Tennessee — to Beam Inc., which owns Casa Sauza and also makes reputable whisky brands such as Jim Beam and Maker’s Mark, the celebrity triple threat and entrepreneur has found a way to tap into the hot U.S. tequila market with significant momentum.
While Timberlake has certainly been no recluse when it comes to discussing his enjoyment of a variety of spirits, he claims he’s always loved tequila and today will simply sip on it straight up. Why? He insists that this is the best method to let the triple distilled, 80 proof Sauza 901 show off its refined and flavor-packed 100% blue weber agave.
Justin got started crafting the then non-co-branded 901 Tequila back in 2009, not long after falling in love with the passion and process of producing the fine tequila he encountered on a visit to Jalisco, Mexico.
Even before partnering with Sauza, he’s done alright. The 901 brand won a Gold Medal at the 2012 San Francisco World Spirits Competition, indicating early on that the product had the potential to go the distance just based on quality alone.
As any passionate entrepreneurial mind would reason, why not connect on a more personal level with your fans (which, by the way, number at over 50 million and that’s being conservative) and make that happen by partnering with one of the largest liquor brands in the world. The partnership with Beam has no doubt accelerated his reach, processing and manufacturing potential. Both Timberlake and Beam claim that the quality and flavor of the tequila produced under the Sauza 901 brand does not differentiate from the original flavor of 901 Tequila.
According to Bill Newlands per Forbes, who is the President of the North American arm of Beam Liquors Inc, the decision to partner with Timberlake didn’t come lightly.
“We’re not interested in going out and doing a talking-head routine. We believe in finding a founder. Yes, he happens to be a celebrity and that has a lot of value, but he has a lot of passion for this.”
“First and foremost, I am excited about the quality of what’s in bottle, second of all his ability to influence a lot of the people that follow him – that is a nice combination.”
Timberlake has also taken the opportunity to market the Sauza 901 through a few unique and playful angles. Perhaps one of the most interesting and off-kilter strategies centers around Timberlake himself dressing up as a lime and playfully indicating that Sauza 901 Tequila is so smooth that it doesn’t require lime to be mixed or chased with.
Interestingly, especially among millennials, Super Premium Tequila (or tequila typically priced over $30 per bottle) like the Sauza 901, has been an especially competitive and growth-filled market within the past couple of years.
So what’s next for Sauza 901 Tequila? Given that Casa Sauza and Justin Timberlake have only recently begun to expand on their marketing efforts to an enthusiastic and growing sophisticated millennial market, it seems like this is just the tip of the iceberg. Tequila seems to be beginning to shed its older and dryer connotation in favor of more sophisticated and younger drinkers who had never been exposed to the exclusivity that previously existed with older demographics.
To help point you in the right direction, Justin’s own personal mixologist recommended to Winederlusting readers that we try Sauza 901 through any or all of the following delicious concoctions. Tequila cocktail recipes follow courtesy mixologist Eddy Buckingham:
Sauza 901 Tequila Cocktail Recipes
Cool as a Cucumber
- 2 parts Sauza® 901® Tequila
- 1 part elderflower liqueur
- ½ part lemon juice
- ½ part agave syrup
- Half a cucumber, diced
- Splash of seltzer water
Preparation: Smash cucumber and agave syrup in a mixing glass. Add Sauza® 901® Tequila, elderflower liqueur and lemon juice. Shake vigorously over ice. Strain over ice into a highball glass. Top with cold seltzer water. Garnish with skewered cucumber slice.
- 1 Part Sauza® 901® Tequila
- 2 parts cold Earl Grey tea
- ½ part honey syrup
- ½ part lemon juice
- Lavender sprig for garnish
Preparation: Combine all ingredients in a cocktail shaker over ice. Shake vigorously. Strain over ice in rocks glass. Garnish with lavender sprig.
No Big Dill
- 2 parts Sauza® 901® Tequila
- 1 part lemon juice
- 4 cucumber rounds, quartered
- Fresh dill
- Splash agave syrup
- Splash soda water or tonic
Preparation: In a tall glass smash cucumbers and dill leaves pulled from stem. Introduce Sauza® 901® Tequila, lemon juice and agave syrup. Add ice and give thorough stir with swizzle stick. Garnish with fresh dill and cucumber round.
Have any questions? Ask us in the comments! If you’re looking to buy Sauza 901 Tequila, there’s a good chance your nearest major liquor store will carry it by now. If not, or it’s sold out (common as of late), you can buy it online here for and get FREE SHIPPING with coupon code SAUZA901 at checkout.
Note that it can only be delivered within the United States to the following states: AZ, CA, CO, CT, DC, FL, HI, IL, KY, MA, MD, MI, MN, NE, NJ, NV, NY, SC, TX, WA, & WI.