Justin Timberlake's Tequila to make UK debut

He's known for bringing sexy back, and now singer-turned-actor Justin Timberlake is bringing his popular 901 Tequila brand to the UK via a hook-up with London-based drinks distributor Hi-Spirits. The 40% abv triple-distilled silver Tequila will be available in select shops, restaurants and bars with an RRP of £32.85 for a 700ml bottle.

Co-founded in 2009 by Justin Timberlake and Kevin Ruder, 901 is produced by Destileria Santa Lucia from a 60-year-old recipe. Triple-distilled from 100% Blue Weber Agave from Jalisco in Mexico, 901 Tequila is produced in small batches and was awarded a Double Gold medal at the 2011 San Francisco World Spirits Competition.

“901 Tequila has been extremely well received by our distributors, cocktail experts and most importantly, consumers during our first four years in the American marketplace. We look forward to continuing to build the brand with Hi-Spirits in the UK,” said Kevin Ruder, president of 901.  

Dan Bolton, managing director of Hi-Spirits, said he was “delighted” to be bringing 901 Tequila to the UK. “Justin Timberlake’s deep respect for the heritage and quality of Tequila has led to the development of a premium spirit that has a wide appeal,” he said. The Tequila is named after the area code of Justin’s hometown of Memphis.

Justin Timberlake creates wedding cuvée

Adding another string to his already well-adorned bow, in addition to singing, dancing and acting, newlywed Justin Timberlake has proved a dab hand in the cellar, creating a bespoke red blend from Sonoma County to be served at his wedding to Hollywood starlet Jessica Biel in southern Italy last month.

As reported on db.com, the Timberlake-Biel wedding cuvée – 2009 Blue Ocean Floor – was blended from Alexander Valley Zinfandel, Petite Sirah and Cabernet Sauvignon. In addition to being poured at the $6.5m reception, the wine was given as a gift to guests, including hip-hop producer Timbaland, who recently got in on the celebrity drinks act with a sparkling liqueur called LeSutra.

Jesse Katz, winemaker at Lancaster Estate in Alexander Valley, and a snowboarding buddy of both Justin and Jessica, made two barrels of the wine to mark the occasion. Trousersnake has been following 28-year-old Katz’s career progression with interest. A winemaker to watch, prior to Lancaster Estate, he made wine at California cult estate Screaming Eagle.

Timberlake played an important part in the blending process for Blue Ocean Floor and provided the artwork for the label, produced by Ellen Riendeau of Soda Rock Studios. A keen drinks enthusiast, Timberlake also has own ultra-premium Tequila brand, 901, made from triple distilled 100% blue agave and named after the area code of the singer’s hometown of Memphis. 

Tequila tasting at Wahaca Soho

My second encounter with Tequila came when I was invited to be part of a tasting panel tasked with selecting the shortlist of Tequilas for recently-opened Wahaca Soho's Tequila bar. Based in the basement of the cavernous space, the bar has a beach hut feel to it, from the bright blue walls to the pod-like wicker hanging chairs. Joining me on the panel were fellow Tequila nuts Alice Lascelles and Clint Cawood from Imbibe magazine, and beer buff Ben McFarland and partner in wine (and spirits) Tom Sandham. Before we get stuck into the plethora of Tequilas waiting expectantly on the adjacent table, we are given a strip of Blue Agave to suck on. Tasting it in its raw form, it has a wonderful malt loaf and molasses nose, like an earthy Pedro Ximenez.

Tequila is made from the agave plant, which is not a cactus as is widely (and wrongly) thought. There are over 200 varieties of agave in Mexico, but only Blue Agave is used in the production of Tequila. A beautiful turquoise colour, the plants are cut and left to steam in a brick oven for a day-and-a-half to help increase their sugar content. The juice is then squeezed out and placed in fermentation vats, where yeast is added. The spirit is double distilled before bottling, or, in the case of the Reposados and Añejos, barrel ageing.

Like wine, flavour is obtained from the oak barrels and differs depending on the amount of time spent in cask, with French oak imparting a chocolate aftertaste and American oak offering vanilla sweetness – old Bourbon barrels are becoming increasingly popular as they offer attractive smokey aromas associated with whisky. Of the 11 Tequilas we try, price isn't always indicative of quality. A large number of brands seem to be jumping on the Grey Goose bandwagon, packaging their premium Tequilas in bling bottles that wouldn't look out of place on a dressing table and charging their club-hopping customers three times the price for the privilege. Even Justin Timberlake has gotten in on the act, with his 901 brand.

Luckily for Wahaca, the panel is almost always in agreement about the top two Tequilas of each flight. The best examples are smooth and soft on the palate, with complex aromas of herbs, woody spices, vanilla, caramel and honey. Los Abuelos, meaning 'the grandfathers', stole the show. Smooth, creamy and rich, it had an elegant, alluring nose of vanilla, caramel and honey, and a lingering length that left us all craving for more of its molasses-tinged sweetness.

Unfortunately, Abuelos isn't available anywhere in the UK yet – the bottle we tried had been snuck through customs by Wahaca owner Thomasina Miers. But hopefully, with the revamping of Wachaca's Tequila list, London will soon be able to enjoy this exemplary Tequila, one of a select few spearheading the quality revolution in Mexico.