360° Coverage : That's The Spirit: Justin Timberlake Takes On Tequila

2 Updates
That's The Spirit: Justin Timberlake Takes On Tequila

That's The Spirit: Justin Timberlake Takes On Tequila

Jan 11 2014, 11:29am CST | by

Justin Timberlake has no shortage of brand deals to pick and choose from, between pop-up concerts for Target, and handling creative direction for Bud Light Platinum last year, but now he’s stepping...

Filed under: news

 
 
 

35 weeks ago

That's The Spirit: Justin Timberlake Takes On Tequila

Jan 11 2014, 11:29am CST | by

Justin Timberlake has no shortage of brand deals to pick and choose from, between pop-up concerts for Target, and handling creative direction for Bud Light Platinum last year, but now he’s stepping up his game, and taking his tequila to the big-leagues.

Timberlake has partnered with Sauza Liquors (the brand is owned by Beam Inc., one of the largest spirit manufacturers in the U.S. and home to several major liquor brands including Jim Beam, Maker’s Mark, Courvoisier and more) to re-launch his own version of the potent beverage as part of the Sauza franchize. It will be dubbed Sauza 901, named both for Timberlake’s hometown area code in Memphis, Tennessee, and conveniently for that magical hour when the party (read: trouble) really gets started.

Timberlake first launched the product back in 2009, after working with the Tequilera Newton distillery in Jalisco, Mexico. The quality is seemingly there – in 2012, Timberlake and his co-founder Kevin Ruder took home a gold medal from the esteemed San Francisco World Spirits Competition, but there was plenty of room to grow in terms of marketing and distribution of the product.

The former mousketeer is ranked among those stars that have the reach and engagement with fans that make for an ideal partner for a brand. With about 30 million followers on both Facebook and Twitter, one of the highest numbers of new followers on Instagram  in the past year at around 3 million , and close to 900 million video views on VEVO in total, Timberlake has a massive fan base, and lands in the top 99th percentile across most networks, as well as on US Radio.

Bill Newlands, President, North America of Beam Inc., on the choice to work with Timberlake, says the company has seen great success in the past working with founders that are heavily engaged and invested their product, such as Bethany Frankel and her Skinny Girl line of alcoholic beverages.

The brand wasn’t looking to partner with just anyone willing to lend their name. “We’re not interested in going out and doing a talking-head routine. We believe in finding a founder. Yes, he happens to be a celebrity and that has a lot of value,” says Newlands, “but he has a lot of passion for this.”

“First and foremost, I am excited about the quality of what’s in bottle,” says Newlands. “Second of all his ability to influence a lot of the people that follow him – that is a nice combination.”

The triple-distilled, 80-proof agave-based liquor, at a suggested retail price of $30, will be one of the premium tequila products offered by the Sauza franchize. “Many brands have a good, better, best, no matter what price-point you start at, ” Newlands explains. “ This just adds one more layer of luster to the overall Sauza brand.”

Then there is the question of whether the venture conflicts with other brands deals. According to reports, Timberlake’s partnership with Anheuser-Busch has come to an end, though there is no official statement available on the brewery company’s website. As for his relationship with Target, Newlands only sees this as advantageous. In his mind the retail giant delivers affordable premium, very much in line with what Sauza is offering with 901.

Brand/artist partnerships have become increasingly popular in recent years. Brands are investing in collaboration with artists beyond the standard endorsement deal, to help develop influence and reach with consumers. The one-time stigma around artists “selling out,” is a stigma no more.

So cheers, Justin. Bottoms up.

Source: Forbes Business

 
Update
2

2 weeks ago

Khazanah throws MAS RM6b lifeline

Aug 29 2014 5:01pm CDT | Source: Business Times Singapore

August 30, 2014 1:15 AMKHAZANAH Nasional will inject RM6 billion (SS$2.4 billion) over three years to resuscitate loss-making Malaysia Airlines (MAS) under a recovery plan that includes even an Act of Parliament. Other key moves are migrating its operations, assets and liabilities to a new company (NewCo) and slashing the workforce of 20,000 by ...
Source: Business Times Singapore   Full article at: Business Times Singapore
 

 
Update
1

2 weeks ago

MAS posts loss of RM307m for Q2

Aug 28 2014 5:00pm CDT | Source: Business Times Singapore

August 29, 2014 1:13 AMMALAYSIA Airlines (MAS) registered a loss of RM307 million (S$122 million) for the second quarter to end-June, but warned of worse to come in the second half when the "full financial impact of the double tragedies of MH370 and ...
Source: Business Times Singapore   Full article at: Business Times Singapore
 

 

Don't miss ...

 

<a href="/latest_stories/all/all/30" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.

 

blog comments powered by Disqus

Latest stories

NASA spacecraft to reach Mars this weekend
Washington, Sep 18 (IANS) US space agency NASA said Wednesday its Mars Atmosphere and Volatile Evolution (MAVEN) spacecraft will enter orbit around the Red Planet this weekend.
 
 
Russia's Gazprom to sign gas supply contract with China
Moscow, Sep 18 (IANS) Russian energy giant Gazprom have planned to sign a 30-year gas supply contract with China via the western route, the company's CEO Alexei Miller said Wednesday.
 
 
East African countries vow to preven Ebola
Nairobi, Sep 18 (IANS) Ministers of health, transport and immigration from five eastern African countries Wednesday vowed to strengthen measures that would prevent spread of Ebola virus in the region.
 
 
World Bank warns Ebola's economic impact in West Africa
Washington, Sep 18 (IANS) The Ebola virus that has become rampant in West Africa will enormously hurt fragile economic growth of the three hard-hit nations of Guinea, Liberia, and Sierra Leone if it goes unchecked, the World Bank warned Wednesday.
 
 
 

Latest from the Network

Beyonce, Jay Z working on new album?
Los Angeles, Sep 18 (IANS) Singer Beyoncé Knowles and her estranged husband-rapper Jay Z are reportedly teaming up to create a special album together. Karli Henriquez, vice president of Pop Programming at Dash Radio,...
Read more on Celebrity Balla
 
Mendes, Gosling cried after baby's birth
Los Angeles, Sep 18 (IANS) Actors Eva Mendes and Ryan Gosling got so emotional after the birth of their daughter that they burst into tears. The couple, who have been dating since September 2011, reportedly overcame...
Read more on Celebrity Balla
 
House okay's Obama's plan to train, equip Syrian rebels
Washington, Sep 18 (IANS) The US House of Representatives Wednesday approved President Barack Obama's plan to train and equip Syrian rebels as part of efforts to fight the Islamic State militant group. The chamber...
Read more on Politics Balla
 
Pro-Britain, independence supporters put final efforts
Edinburgh, Sep 18 (IANS) Both sides in the Scottish referendum campaign have held rallies Wednesday as they make their final efforts to win over undecided voters, BBC reported. Independence supporters attended a mass...
Read more on Politics Balla
 
Chad Kroeger and Avril Lavigne have trust issues
Avril Lavigne and Chad Kroeger reportedly have major trust issues. The couple, whose 14-month marriage is allegedly on the rocks, are said to have been ''fighting a lot'' in recent months because they are both very...
Read more on Celebrity Balla
 
Whitney Port is relaxed about wedding
Whitney Port says she never dreamed of having a ''fairytale wedding.'' The former 'The Hills' star, who is engaged to Tim Rosenman, insists she isn't stressed out about their upcoming nuptials and only recently started...
Read more on Celebrity Balla
 
Kristen Wigg is dating Scott Speedman
Kristen Wiig is rumored to be dating Scott Speedman. The 'Bridesmaids' star, who split from The Strokes rocker Fabrizio Moretti last year after 18-months together, and the former 'Felicity' actor have reportedly been ''...
Read more on Celebrity Balla
 
Ashley Tisdale French's wedding was 'romantic'
Ashley Tisdale French's wedding was ''rustic and romantic.'' The 29-year-old actress married rocker Christopher French near Santa Barbara, California last week, in front of 100 guests, including former '90210' star...
Read more on Celebrity Balla
 
Post motherhood, Hilary Duff feels 'strong as hell'
Los Angeles, Sep 18 (IANS) Singer-actress Hilary Duff says she has found new confidence after becoming a mother. The 26-year-old has a two-and-a-half-year-old son Luca Cruz. "One of the coolest things about being a...
Read more on Celebrity Balla
 
NASA spacecraft to reach Mars this weekend
Washington, Sep 18 (IANS) US space agency NASA said Wednesday its Mars Atmosphere and Volatile Evolution (MAVEN) spacecraft will enter orbit around the Red Planet this weekend. The spacecraft has completed a 10-month...
Read more on Apple Balla