you noticed how lately every actor, pop star, rock
star, and country western star all have their own brand of
spirits? I'm guessing that NASCAR stars don't promote booze
for fairly obvious reasons, hee hee! Well, here we go again.
Just a few years ago Justin Timberlake took on Sauza 901 and
since then has been trying to single handedly destroy the
lime production industry. He says his tequila is so good you
don't need a chaser or a lime. Well, I'll give him this; it's
triple distilled rather than just being double distilled like
most other tequilas, so he may have a point there.
Sauza is not a Johnny come lately distiller that necessarily
needed a Justin Timberlake. I think it's that Justin needed
Sauza in order to make the 901 brand fly. Sauza has been making
tequila since 1873, and by 1978, they sold a record breaking
3 million cases in just that one year. In 2003, Casa Sauza
was recognized as the world's most consumed tequila, and they
had such a strong business model that in 2007, they joined
the Beam family. I believe, in this case, Justin Timberlake
is the Johnny come lately.
any rate, I suppose these days everyone needs a brand ambassador,
and Justin comes with a fairly impressive resume. He's a pretty
good singer, a talented actor, fairly funny, and hey, after
all, he's married to Jessica Biel, and you and I aren't, and
you and I are damn jealous. Well, at least I am! So let's
get to where the rubber meets the road and try this tequila
without that damn lime.
901 comes in a clear bottle that is rounded at the back and
has 3 vertical facets cut into the front. This odd shape actually
works quite well to show off the rooster that is painted on
the back of the bottle. From the front it looks like there
are three roosters: a kind of M.C. Escher like effect. Of
course, the tequila in that bottle is clear as water as well
since it is un-aged silver tequila, and I have to admit, I
prefer the un-aged tequila to the oak aged tequila because
it just tastes more like tequila to me. I actually like that
roasted agave flavor, and I don't like it messed around with
all that much.
nose is pure agave that is very light and flavorful with just
a hint of vanilla and contains absolutely no ethanol vapors.
The palate is also flavorful featuring the agave upfront with
slight traces of vanilla and is quite smooth, with almost
no bite and just a smidgen of pepper. The finish is also very
smooth with the vanilla coming in almost equal to the agave,
and there is neither bite nor sharpness, and the finish is
short but sweet. This is one of the smoothest tequilas I have
ever tasted. I have to give Timberlake his due on this one;
it's just downright tasty and so smooth, it really doesn't
need that nasty old lime or even a chaser. It really lives
up to its billing and hype. On top of that, it is priced quite
reasonably. A 750 ML bottle, 40% ABV, will run you around
$30.00 per bottle. You really should do yourself a favor and
snag yourself a bottle, and try this tequila because the chances
of you or I ever snagging Jessica Biel are slim to none -
you go Justin!
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