901 Silver - a new ultra-premium tequila that is smooth and flavorful

August 8, 7:23 PMTequila ExaminerRyan Kelley

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The new 901 Silver tequila.

The newest entry into the ultra-premium tequila market is 901 Silver; and Patrón, the #1 selling ultra-premium tequila, better watch out. Why? Because 901 Silver is smooth and delicious, with a bold agave flavor. 

901 Silver is hard not to notice - from the packaging to that taste. The bottle has a huge 901 logo front and center, adorning a stylish, long bottle with a metallic silver cap. Upon removing the cap (a stopper, not a screw top) the aroma of the tequila begins to emerge - a fresh, bold, and inviting smell of silver tequila.

Upon tasting the tequila, the first thing to notice is its smoothness. The flavor of cooked agave comes next. It is remarkably strong, but not harsh - almost spicy - and is underscored with a subtle sweetness. It finishes perfectly, with a flavor that lingers, inviting another sip.

901 only produces silver (blanco) tequila. The recipe has been perfected in the 70 years since the founding of the Tequilera Newton e Hijos, by Don Enrique in 1940. 901 is triple distilled tequila from 100% Blue Weber agave and, according to the information provided 901, the unique flavor is a result of the proprietary yeast formulation developed by Don Enrique and "perfected by his son Don Federico, and modernized by grandsons Federico and Carlos."

Taking a page out of Patrón's marketing handbook, 901 Silver has been served at major Hollywood events, including an invite-only party at the Hollywood Roosevelt Hotel Penthouse Lounge, where it was served to A-Listers like Samaire Armstrong, Kevin Connolly, Dane Cook, Adam Levine, Ryan Seacrest, Jessica Szohr, Josh Schwartz, and Ed Westwick. It was also served to over 600 guests at “Family Guy” creator, Seth MacFarlane’s housewarming party.

The slogan for 901 Silver is "It's Always 9:01." In addition to being the area code for Memphis, owner Justin Timberlake's hometown, "901 is that time of night when your evening is ending, but your night is just beginning," notes Timberlake's spokesperson in People Magazine. Launched in May in a few select cities (New York, Las Vegas, Los Angeles, Memphis and St. Louis), 901 Silver will soon be available in Texas, Arizona and Florida.

Below is a recipe for the 901-derful Cocktail, which was developed by Southern Hospitality mixologist Chris Russell. The 901-derful Cocktail won the NYC Sidewalk Café Drink of Summer at NYC’s Department of Consumer Affairs 4th Annual Sidewalk Café Drink Mix-Off.

901-derful Cocktail recipe

Ingredients

• 2 oz 901 Silver Tequila
• 7 mint leaves
• 8 raspberries
• 1/2 oz agave nectar
• One lime
• 1/4 oz fresh squeezed OJ

Directions

1. Muddle the mint and raspberries in a mixing glass.
2. Add agave nectar using a citrus squeezer.
3. Squeeze in the juice of one medium lime.
4. Add 2 oz 901 Silver Tequila, and a 1/2 cup of ice and shake vigorously.
5. Fill a 14oz pilsner glass with ice.
6. Strain drink into glass with ice.
7. Top with 1/4 oz fresh squeezed OJ.
8. Garnish a lime wheel and a sprig of mint.