The next time you order a margarita at a Live Nation concert venue, raise a toast to Justin Timberlake. The pop star has just signed a multi-year agreement with the promotion company.
Timberlake hasn’t signed a 360 deal similar to multi-million dollar contracts signed with Madonna, U2, Jay-Z, Nickelback and Shakira but rather inked a contract to make his premium tequila brand, 901 Silver Tequila, the official tequila sponsor of the majority of Live Nation venues throughout the U.S.
"901 Silver has quickly established itself as a favorite among tequila aficionados and we are proud to provide Live Nation's sponsorship platform to help promote their brand," said Michael Rapino, President and Chief Executive Officer of Live Nation.
This is the first multi-platform sponsorship deal for 901 Silver Tequila, which is named for the area code of the singer’s hometown of Memphis, Tenn. According to a statement, the deal will allow the tequila “access to tickets, in-venue visibility on Live Nation's in venue video network, as well as signage placement as the official tequila sponsor in Live Nation venues throughout the country.”
901 Silver Tequila is described as always made from 100 percent Blue Weber Agave, always triple distilled, always hand crated and always ultra smooth.
Timberlake is a busy guy. MTV.com noted that in addition to 901 Silver Tequila, Timberlake also owns his own golf course, three restaurants and the William Rast clothing line.
Timberlake introduced his new venture, which he called “the smoothest tequila possible,” this past spring.
An article in the New York Daily News this past April featured three tequila aficionados from NYC speakeasy-style bar Death & Co. giving their two cents on Timberland’s tequila. According to the story, a bottle of the tequila will set you back about $40.
"It's actually a really nice product," said Dave Kaplan, owner of Death & Co. "It has a nice richness to it, a full-body mouth feel, a nice finish." He said the tequila ranks somewhere between high-end brands such as Herradura and El Tesoro.
Head bartender Brian Miller added, "I gotta admit, I'm a little surprised. I get some vanilla [notes] ... I like that."
Click here for the New York Daily News article.