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Timberlake, Diddy Throw Down in Artisanal Tequila Battle

on 10/01/14 at 5:52 pm

Booze News

indexA battle is brewing south of the border care of two musicians-turned-moguls, who have just announced ventures with leading global liquor houses to co-create high-end tequila brands.

Justin Timberlake, who founded his own tequila line called 901 (for the area code of his hometown, Memphis) in 2009, will team up with the Beam Inc.-owned Sauza Tequila house to launch a “super-premium” beverage called Sauza 901 early this year, the company said.

An 80-proof, 750 ml bottle will be priced at $29.99 and feature co-branded packaging, according to Beam. While the launch begins in the states, it will gradually roll out to international markets—given Timberlake’s global appeal and Beam’s expansive reach.

The brand will also have a presence on Timberlake’s current world tour, The 20/20 Experience, with a Sauza 901 bar at every show.

Timberlake’s deal comes fresh off the announcement yesterday that Sean ‘Diddy’ Combs—another star who has made a splash in the cocktail industry—is aiming to follow up the success of his seven-year-old Ciroc vodka range by expanding into the tequila category, too.