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On Call: Tequila 901 Comes Calling

Posted on  | June 1, 2014   Bookmark and Share
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901onderful at Southern Hospitality NYC, by Nick Mautone

Teamed with Sauza, Justin Timberlake’s Sauza 901 stars at Southern Hospitality

Justin Timberlake was born in Memphis, Tennessee, by-and-large American whiskey-drinking territory. While he is a whiskey drinker, his favorite go-to spirit is tequila—so much so that he went to Jalisco, Mexico, to create his own several years ago: the ultra-smooth, triple-distilled 901, named for his hometown area code, as well as the time of night when the party really starts.

In January, he joined forces with the tequila pros at Casa Sauza to co-brand Sauza 901 and ensure availability nationwide. “This is not simply a celebrity endorsement, but a partnership with a passionate brand founder who is incredibly involved,” explains Gary Ross, Senior Brand Director for Tequila at Beam Suntory, who adds that Sauza 901’s flavor profile—super smooth with light peppercorn, herb and smoke notes—remains unchanged.

And BBQ Too…

Given the super-premium price point ($29.99) and Justin tie-in, it’s primarily an on-premise play. In fact, if you head to Timberlake’s three-year old NYC barbeque restaurant, Southern Hospitality, you’ll see a back bar lined with dozens of American whiskies, yet a lot of tequila being poured as well. Consulting mixologist Nick Mautone appreciates the “suppleness” in Sauza 901, which works brilliantly in cocktails. “While you have the smoothness from the triple distillation, you still get the benefit of that pure agave flavor which still shines through—it’s the best of both worlds,” he explains.

His riff on the house signature, the 901derful, involves fresh muddled mint, raspberries, orange juice and dark agave syrup, which gives the tequila an extra-flavorful agave boost. In his Mexican Julep, he swaps out the traditional bourbon and sugar in favor of Sauza 901 tequila and agave syrup and adds muddled cucumber for additional freshness—a perfect summer drink if ever there was. Timberlake’s favorite drink? The Mexican Mule. Mautone fashions Southern Hospitality’s version with lots of fresh-squeezed lime juice, spicy ginger beer and floats half a lime on top. One sip, and you may never go back to the Moscow Mule again.


Mexican Julep
1½ oz. Sauza 901 Tequila
Dash of DeKuyper Triple Sec
1 oz. Lime Juice
¾ oz. Agave Nectar
2 Sprigs of Mint
2 Slices of Cucumber

Add all ingredients to a cocktail shaker filled with ice. Shake vigorously.

Mexican Mule
1½ oz. Sauza 901 Tequila
3 oz. Ginger Beer chilled
1 Lime, halved

Fill a highball glass with ice. Squeeze lime over ice and drop 1 half in the glass. Add Sauza 901 and Ginger Beer. Stir well.

1½ oz. Sauza 901 Tequila
6 Raspberries
2 Sprigs of Mint
1 oz. Fresh Orange Juice
¾ oz. Simple Syrup
3 oz. Club Soda

In the bottom of a cocktail shaker place 3 raspberries,1 sprig mint and simple syrup; muddle thoroughly. Add Sauza 901 and OJ. Shake vigorously. Add ice halfway up highball glass: add remaining mint and berries then fill with ice. Strain 901onderful into prepared highball glass and top with soda.

Guac in a Glass
1½ oz. Sauza 901 Tequila
¾ oz. DeKuyper Triple Sec
1 Tbsp. Guacamole
3 Sprigs of Cilantro
1 oz. Simple Syrup
1 oz. Lime Juice

In the bottom of a cocktail shaker place cilantro, avocado and syrup; muddle well. Add ice, Sauza 901 and lime juice. Shake vigorously. Strain into a rocks glass filled with crushed ice.


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