Justin Timberlake has something new to toast: The singer and budding businessman is launching a new brand of tequila named 901.
In development for more than two years, the liquor will hit store shelves in early May in New York, Los Angeles, Las Vegas and St. Louis.
The reason behind the numeric name? 901 is that time of night when your evening is ending, but your night is just beginning. It is also a subtle nod to his hometown, says the singer’s spokesperson, referring to the area code for Memphis, where Timberlake grew up.
The new venture is the latest addition to Timberlake s growing business portfolio, which includes the fashion line William Rast and the music label Tennman.