Peachy Deegan and the Whom You Know Panel of Experts Recommend 901 Silver Tequila, Developed by Kevin Ruder and Justin Timberlake

DESCRIPTION: 

901 Silver is produced with only 100% blue agave from Jalisco, Mexico, which is the birthplace and only area considered by tequila connoisseurs to be suitable for proper agave production. The volcanic soil covering much of the state of Jalisco is particularly well suited for the cultivation of the blue agave plant, which is used as the base for tequila.

HISTORY: 

901 Silver’s story began at the Tequilera Newton e Hijos, which was founded in 1940 in the state of Jalisco.  The recipe for 901 Silver was originally crafted by Don Enrique. Handed down through three generations, the formula was perfected by his son, Don Federico, and modernized by grandsons Federico and Carlos.  901 Silver blends nearly 70 years of time-honored tradition with contemporary production methods, and is proudly produced and bottled in Jalisco, Mexico.

PROCESS: 

In order to maintain the highest level of quality, 901 Silver Tequila is distilled using only 100% Blue Weber Agave, water, and a proprietary yeast that helps give our tequila it’s unique flavor. The agave is cooked in autoclaves (ovens) until the product is soft and ready to be crushed.  After the agave is crushed, a press squeezes the juice from the roasted agave.  The juice is then placed in fermentation tanks and our unique yeast formulation is then added.  The yeast begins to act on the sugars of the roasted agave juice, turning it into alcohol.  This process can take anywhere from 2-3 days.

Once properly fermented, 901 takes an extra step that few tequilas take by triple-distilling the juice to remove any impurities.  During each distillation the heads and tails are removed from the liquid, leaving only the heart, the purest part of the tequila.   The heads and the tails are never reintroduced back into 901 Silver, producing the smoothest tequila possible.

TASTING NOTES and USAGE:

Crisp, clean aroma that exudes a fruity nose.  An exceptionally smooth finish that delivers notes of cooked agave, with a subtle hint of sweetness.

WHAT WE THOUGHT AT WHOM YOU KNOW, COMMENTS FROM OUR PANEL OF EXPERTS:

"901 Silver Tequila is a very distinctive product from the outset: it's uniquely-shaped bottle draws your attention: the silver lid has '901' emblazoned on it: then the distinctive '901' logo is emblazoned backwards on the curved back of the bottle, to be read through the front of the bottle, which, like an old-fashioned dresser mirror, has three flat panels, symbolizing the fact that this special tequila is triple-distilled. But there is nothing old-fashioned about the taste: favorably comparable with any tequila I have tasted before, this one has a smoothness of taste that caresses your tongue and makes you want to keep sipping until the bottle is empty! Is that me talking or is it the drink?!! I assure you that I have had a good day, everything has gone my way and I do not need a pick-me-up,  nor do I need to drown my sorrows with some strong beverage: the enticement to finish the bottle is purely arising from the TASTE: it is a sweet, fruity sensation that delivers a feeling of inner happiness which is the envy of many a beverage!

Made in Jalisco, in central-western Mexico, which has a population of over 7 million, this exquisite beverage sends all the right signals to the human brain: truth is, there are many products out there vying for the title of 'best tequila': Is this the one? Well all I can say is that it is right up there with all the other top tequilas on the shelf: taste it for yourself and you will see what I am talking about. Currently available in seven states, and transportable by car or plane to forty-three more! Pick up a bottle today and find out what all the relaxed contentment is about: yes, no fuss, just inner peace and joy is what this delightful drink exudes!"

"When I first received the package, I couldn't help but notice the cool packaging the Tequila was housed in.  The clear, stylish bottle boldly announced the iconic product within.  901 Silver Tequila is produced with only premium blue agave.  The appearance is clear with a medium body.  The nose exudes a light floral scent with hints of lemon and grapefruit.  The initial taste is that of agave and pepper.  The spirit body was sweet agave with mild lemon and grassy notes.  It definitely gave a warm mouthfeel.  The aftertaste consisted of mint and floral notes.  I enjoyed it both on the rocks, and "neat".  This allowed me to sample the different tastes under various conditions.  901 Silver has been blended for nearly seventy years, and is bottled in Jalisco, Mexico.  This area is particularly well suited for the growth of the blue agave plant.  This is used as a base for the best of Tequila's.  It is triple distilled to remove all impurities, which delivers up front the purest part of the Tequila.  901 Silver is exceptionally smooth start to finish.  You can taste the hand crafted nature of the product right away.  The elegance of it is notable, relative to other lesser brands.  Although we did not try, it will clearly mix well in all cocktails that call for a premium Tequila.  And the best part is that we felt great the day after!"

"1 tequila, 2 tequila, 3 tequila, floor.  A humorous little chant, but not the kind of statement that should be connected in any way to 901 tequila.  This is the good stuff, made for adults who know the difference.  And I’m talking about the difference between the kind of tequila you shoot after you’ve had one too many with the boys versus the kind you gift to an important client when you’re trying to broker a big deal.   

The bottle itself sets the stage for quality inside with its sleek lines and trendy lettering.  This is not your average jug of tequila with the “authentic” looking label and print that you can find on any bottle from the old favorite to the store brand knock-off.  I hate to sound shallow, but the 901 bottle just looks cool.  Seriously, it’s the kind of bottle you want displayed in your liquor cabinet.  A conversation piece, if you will.  

So, how do you drink this stuff?  Personally, I’d say slowly, but I’m a guy who likes my tequila.  901 is just smooth and it almost seems a waste to use any kind of mixer.  So, try it first ice cold with an orange juice chaser.  The subtle sweet taste of the 901 is only enhanced by the obvious sweetness of the oj.  If you like tequila, but you’re not exactly the “straight up” kind, then mix it up with some fresh juices and nectars and serve it over ice.  Whatever you do, don’t try to cover up the taste of the tequila because this one is different.  It’s smooth and it’s fruity in and of itself.  

Overall, I highly recommend 901tequila.  It’s a no-brainer for tequila-lovers and the perfect tequila introduction to the novice drinker.  It’s so good, I have to remind you – drink responsibly and get yourself a designated driver."


"I usually reserve drinking Tequila only in a margarita and the occasional crazy night where shots come into play. After trying 901 Silver, that may change. It was so smooth, yet crisp and clean tasting. The somewhat fruity aroma engulfed my senses. My body certainly did not shiver at the smell or taste which we all know happens with bad tequila. 901 Silver is the kind of ultra premium tequila that you can enjoy on its own or shake it up into a festive cocktail. With each sip an instant warmth and tingle moved through my body. Most tequilas lack the definition, depth and character that 901 Silver has. Move over Patron and make room on the top shelf for 901 Silver.  With Christmas rapidly approaching, Wine and Spirits is a popular hostess and business Holiday gift.  Champagne and Scotch have always topped my list to give and receive. However, why not spice it up a bit this year and give a bottle of 901 Silver Tequila. The receiver will be delighted! When you think of Tequila in general, you probably have visions of beach and poolside relaxation or parties sipping a margarita. Or you might think of the occasional crazy night with tequila shots lined up at the bar. Well thanks to 901 Silver we have another option. After trying 901 Silver, your typical tequila nights may change. Going down it was so smooth, yet crisp and clean tasting. The somewhat fruity aroma engulfed my senses. My body certainly did not shiver at the smell or taste which we all know happens with mediocre tequila. 901 Silver is the kind of ultra premium tequila that you can enjoy on its own or shake it up into a festive cocktail. With each sip an instant warmth and tingle moved through my body. Instant Gratification. Most tequilas lack the definition, depth and character that 901 Silver has. The finish was as smooth as it started. As for design, the bottle is simple yet invoking. The price fits the quality so load up. Move over Patron and make room on the top shelf for 901 Silver."

Enjoyed  both on the rocks and neat. Recommended by Peachy Deegan and the Panel of Experts at Whom You Know.

901 is a SILVER Tequila

100% BLUE AGAVE

Triple Distilled

TARGET CONSUMER: 

Male/female ultra premium consumers

AVAILABILITY:              

901 Silver Tequila is available California, Colorado, Missouri, Nevada, New York, Tennessee and Wisconsin. 

POSITIONING:

901 Silver is the utmost in ultra premium tequilas.  It’s triple-distilled for exceptional smoothness unparalleled by any other tequila.

PACKAGING: 

The iconic packaging features a one-of-a-kind shape within a tall, stylish bottle.  901 Silver’s bold print logo is front and center, adorning the length of every bottle, which is fitted with a metallic silver cap.

SIZES:                     

901 Silver Tequila: 750ml

PRICING:                   

Suggested Retail:

901 Silver: $40.00 750ml bottle

ALCOHOL CONTENT:        

80 proof (40% Alcohol by Volume) 

The ultra premium tequila, founded by Justin Timberlake, launched this past May in select markets and is currently available in California, Colorado, Missouri, New York, Nevada, Tennessee, and Wisconsin.  In order to maintain the highest level of quality, 901 Silver is produced using only 100% Blue Weber Agave.  Produced by Tequilera Newton, in the heart of Jalisco, Mexico, 901 Silver is triple distilled using the most innovative distillation methods available for fine tequila.  Perfected with over three generations of craftsmanship and more than 60 years of experience, 901 Silver is hand crafted in small batches allowing greater quality control of the tequila.

The brand is currently running a promotion in search of an EVP of Big Ideas where consumers have a chance to win $25K. Justin Timberlake, CEO of 901, announced the promotion on 9/01 at 9:01 via a video call-to-action on 901.com