Tequila!!

by Adriann Fonstein, Consumer Strategist

Entertainer Justin Timberlake is adding to his portfolio with the introduction of a new tequila brand – 901. The name stems from the brand’s belief that 9:01pm is when evening ends and the night begins. Its release this month is, so far, limited to Los Angeles, Las Vegas, and St. Louis.

Want to know when 901 will hit your city? On the website’s Find 901 tab the header reads, “Looking for us? We don’t blame you,” so don’t be disappointed if you don’t get the answer you’re looking for. On the Events and News tab in reference to 901 news the header reads, “We’ll admit it, we love us some us. But we’re not the only ones.” And if you want to get into a 901 event, they’re “not stopping you, but can’t say the same about the guy working the door.”

Like Justin Timberlake, the exclusive brand’s somehow humble arrogance is quite the oxy moron. Stay tuned to see if the spirit lives up to its claim of being “always smooth, authentic, and beyond compare.” eonline.com, May 5, 2009.