Justin Timberlake's 901 Tequila launches in NYC

Justin Timberlake at Cartier's 100th Anniversary
AP Photo / Evan Angostini 

THE BUZZ HAS BEEN...well, not deafening, but there's been a buzz. This past winter Justin Timberlake was "spied" wandering the Mexican state of Jalisco scoping out tequilas. We soon learned he was launching a label called 901 (as in both the area code of JT's home state and the evening hour when the Par-taaayyy gets rolling...well, in other parts of the country anyway). People Magazine "broke" the story, others cut and pasted it, and the buzz was in place.

This week, 901 Silver launches in New York, along with LA, Las Vegas and St Louis. Tennessee, Florida and Arizona should follow later this year, with a few other states coming on line in 2010. With an SRP of $40, it's clearly trying to grab a piece of the premium tequila market.

But didja notice JT didn't mention the tequila on SNL this weekend as he was plugging his upcoming films, music and charitable events? The press material I received quote 901 Silver president Kevin Ruder, but no Timberlake. Ruder spent 12 years with Anheuser Busch, overseeing that company’s initial forays into spirits as well as the company’s “entertainment sponsorships and celebrity relationships,” according to the press profile. A couple of years ago, Ruder founded Diab Importers to handle 901 Silver (as near as I can tell, so far the import company’s only client), and spent two years developing 901 with Timberlake.  They visited 10 distilleries in the Mexican state of Jalisco before striking a deal with Tequilera Newton (which also produces the agave juice for Azteca, Destilador and other mostly Mexico-distributed labels). The product is distilled from 100% Blue Weber agave, is hand-crafted and triple distilled (though some aficionados argue two distillations is plenty--anything after that dilutes the product).

Image courtesy 901 Silver / Conundrum Marketing

So what gives with Timberlake? How come we don't see him stepping out of a helicopter in a tux, with a bevy of beauties, a la' Diddy and Ciroq? According to my inside sources, "Justin Timberlake...will not be the public face of the product." Investor only, sorry. The semi-silent partner status could be due in part to a realization that a large portion of Timberlake's fan base is too young to drink. But sources say JT and Ruder are deeply committed to the product and feels there is certainly room for another premium tequila label in the U.S. (as I mentioned last week, of some 900 CRT-certified tequila labels in Mexico, only about 100 or 150 have made it across the border).

How does it taste you ask? Go ahead, ask. The company says 901 Silver delivers "a fruity nose" and finishes with "exceptional smoothness and subtle hints of agave...providing the perfect balance."

Alas, it didn't for me. Sampled neat, the nose and initial palate attack were both aggressive in the way mainstream tequilas can be if you ever OD'd on it in college. The top note is an agressive, sweet piney alcohol, with a chemical finish. There are floral notes, and hints of cinnamon and vanilla, but I was surprised the drink didn't mellow two or three sips into it. Before you accuse me of Silver Snobbery, I'll counter that other premiums (Partida, DeLeon, Don Julio) deliver blancos that are smooth, mild and decidedly sippable or shootable (though I will readily admit my bias for anejos).

My guess is, however, 901 is intended to be shot or blended with cocktails, and in this regard it succeeds. I built a very nice margarita with this stuff, and the strong character of the tequila balanced the citrus nicely. And the company says there are plans to introduce aged products (reposado and anejo) in the future, where the strong flavor profile may mellow into something more sippable.

The involvement of Mr. Dick-in-a-Box--and the bottle's official slogan "It's Always 9:01"--suggests this is intended to be a somewhat sophisticated party drink, and there's nothing wrong with that! I'm certain there will be plenty of body shooting going on with this stuff in Vegas (thank God no one tells us what happens there).

If you can make it to St. Louis on May 26, you'll be privy to 901's first public party at the Mandarin Lounge, where you'll sample signature cocktails. If you can't make that, NYC will get an official launch party June 13 (St Louis B4 NYC? WTF? J/K JT). The company says that, though the official launch is here this week, we'll start seeing bottles in bars and stores towards the end of the month.

Now can someone let Mr. Timberlake know that in NYC, at 9:01, we're still finishing dinner? The party here starts much later.