901 Tequila has been rebranded Sauza 901 in a partnership between Beam Inc and Justin Timberlake

901 Tequila has been rebranded Sauza 901 in a partnership between Beam Inc and Justin Timberlake

Beam Inc has joined forces with Justin Timberlake to rebrand 901 Tequila, which was launched by the musician and actor four years ago.

Sauza 901, a triple-distilled 100% agave Tequila, is being released in “select” US markets initially with an SRP of US$29.99. The brand will also be rolled out internationally “over time”, the company said. 

Timberlake previously launched 901 in 2009 with Destileria Santa Lucia producing the spirit.

Bill Newlands, Beams’ North America president said he believed Sauza 901 will “challenge industry norms and transform the way people think about Tequila”. 

The brand is being billed as a co-creation between Timberlake and Beam. Timberlake said: "My love for Tequila began a few years ago after I visited the Tequila heartland of Jalisco, Mexico, and saw the passion and craftsmanship that goes into every bottle.

He added: “That trip inspired me to create 901, and I'm thrilled to partner with Sauza so we can continue to bring the world 901."

The news follows Diageo's acquisition yesterday of the DeLeon Tequila brand, in a JV with rap star Sean ‘Diddy’ Combs.