Justin Timberlake 901 Tequila Launch Party a Success
www.examiner.com
6.15.09
901 Silver Tequila, a new tequila from musician/actor Justin Timberlake and beer-and-spirits guy Kevin Ruder officially launched in NYC this weekend, with a jumping launch party at the swanky Tenjune in the Meatpacking District. Manhattan's Beautiful People, the women dressed to the nines (oh-one) in shiny mid-thigh summer skirts and of-the-moment narrow high heels, waited outside the "secret" destination, in the evening drizzle until the party doors opened at 9:01 pm.
Inside the subterranean hang, 80s tunes ("Raspberry Beret," "Private Eyes") were pumping while attractive hostesses passed out three cocktails made with the new blanco tequila: The Millington, the Pepino and the sugary 901-and-Nectar. 901's "It's Always" ad campaign filled flatscreens in one end of the room, while a veiled VIP section at the other end drew little interest. The crowd waxed and waned through the evening, building towards capacity at about 11:00 pm all under the watchful eye of Timberlake, who stood, flanked by bodyguards, on a riser with a few friends. Timberlake's partner in crime, Kevin Ruder, circulated through the crowd, ever the energetic gentleman, ensuring everyone was enjoying themselves.
I chatted with JT for a bit, and asked him if he liked the cocktails that had been specially blended for his hooch. He laughed as he said, "Oh yeah! That's one of the best things about owning your own tequila--you get to try all the cocktails people are mixing up!"
While the party was deliberately light on camera-hogging celebs, a number of our own local hot chefs were on tap to share in the fun, including Bradford Thompson of the new Bar Artisanal, Gavin Kaysen of Cafe Boulud and Harold Dieterle of Perilla. Nils Noren and Dave Arnold, both from the French Culinary Institute were on hand chilling shots of 901 Silver to -20 degrees Celsius! (I haven't done the math, but I think that's around - 2 trillion degrees Fahrenheit).
All-in-all the party was a rousing success, and Ruder and Timberlake should be in a good position to explode 901 onto the very competitive tequila scene. If you missed the party, you can grab the tequila at La Esquina Taqueria, The Metropolitan Museum of Art, and Timberlake's own restaurant Southern Hospitality BBQ. You can also pick up a bottle for your home bar at Astor Wines & Spirits, Union Square Wines and Park Ave Liquor. And check out the slideshow below for some summer cocktail options crafted by 901's mixologists.
Justified!
06.15.2009. 11:34
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