901 Tequila
901 Tequila (~$40) is a 100% Agave tequila, launched in New York in early May 2009. Currently, 901 (NOM 1173) only arrives in the Blanco (non-rested) style with no news on an Añejo or Reposado alternative in the future.
901 is said to be Justin Timberlake's hometown area code and the time the party starts as they're marketing material reads, “It's Always 9:01.” At 901 Tequila's price point, it will compete against many of the top tier tequila alternatives including Patrón, Tanteo, Cielo, Partida and others.
History
The product launches with a silent investor behind the wheel, Justin Timberlake. Many say Mr. Timberlake is silent about his investment because the pop star has a large community of younger fans. However, his desire to bring a new brand to the United States to compete in the premium tequila sector was strong enough to back the investment.