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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...

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27 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

 
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10

6 weeks ago

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Jun 9 2014 7:54am CDT | Source: Business Times Malaysia

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KUALA LUMPUR: About RM47 million of contributions in the Teachers Provident Fund (KWSG) still remain unclaimed, the Dewan Rakyat was told toda ...
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Jun 9 2014 3:39am CDT | Source: Business Times Malaysia

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KUALA LUMPUR: AN emergency motion to debate the losses incurred by Malaysia Airlines last year, amounting to RM1.2 billion was rejected by the D ...
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MH370 Tragedy: Hisham: RM27.6 mil spent on 1st phase of SAR

Jun 9 2014 2:11am CDT | Source: Business Times Malaysia

KUALA LUMPUR: Malaysia spent some RM27.6 million in its first phase of the search operations for missing Malaysia Airline flight MH370, said Acting Transport Minister, D ...
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Update
6

6 weeks ago

9.1m litres of diesel seized in a month

Jun 8 2014 1:11am CDT | Source: Business Times Malaysia

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PUTRAJAYA: The Domestic Trade, Cooperatives, and Consumerism ministry has seized some 9.1 million litres of diesel and property worth RM58 million since mounting ‘Operasi Diesel Selatan’ in the so ...
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Update
5

7 weeks ago

Girl, 9, awarded RM2.78m compensation for medical negligence

Jun 6 2014 4:56am CDT | Source: Business Times Malaysia

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KUALA LUMPUR: A nine-year-old girl who suffered brain damage during her birth at a government hospital was awarded over RM2.78 million in compensation. ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
4

7 weeks ago

Malaysia's total trade in April up 12pc

Jun 5 2014 11:52pm CDT | Source: Business Times Malaysia

KUALA LUMPUR: Malaysia's total trade in April 2014 rose by 12 per cent from a year ago to RM123.86 billion due to growing trading activities, International Trade and Industry ...
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Update
3

7 weeks ago

Works Ministry to spend RM20m for upgrading works at 50 accident black spots

Jun 4 2014 11:35pm CDT | Source: Business Times Malaysia

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JOHOR BARU: The Works Ministry will implement upgrading works at 50 accident prone locations in the country that have been identified this year involving an ...
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2

7 weeks ago

Najib launches loan scheme for Ramadan traders

Jun 4 2014 10:24pm CDT | Source: Business Times Malaysia

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PUTRAJAYA: Prime Minister Datuk Seri Najib Razak today launches RM45 million Ramadan Bazaar Sc ...
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Update
1

7 weeks ago

Residents bring up objection against Kidex to Suhakam

Jun 4 2014 4:49am CDT | Source: Business Times Malaysia

PETALING JAYA: A group of 20 Petaling Jaya residents held a meeting with the Human Rights Commission of Malaysia (Suhakam) over their objection against the proposed RM2.2 billion Kinrara Damans ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 

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