Justin Timberlake-backed 901 Tequila made a huge splash back in 2009. So huge in fact that Sauza — one of the biggest names in the business — bought the brand in 2014.
Promptly renamed “Sauza 901” and semi-repackaged (same bottle, new label), Sauza 901 is a different product that’s made in Sauza’s own distillery.
JT is still involved with Sauza 901, but now the tequila is being positioned as a slightly higher-end alternative to Sauza’s mixtos and less expensive 100% agave brands like Hornitos. Rather than $48 a bottle for the original 901, Sauza 901 costs a mere 30 bucks. It may go without saying that Sauza 901 is going to be a different experience.
The new Sauza 901 is not a bad tequila. I’d have no qualms about whipping up a margarita with this spirit, or even sipping on it straight for a bit as I’ve been doing to write this review. But as blancos go, it isn’t going to set the world on fire. The nose is rubbery and hot with more industrial alcohol notes. Has triple distillation instead of the usual double distillation method removed too much of the character from the spirit?
The palate is heavy on the vegetal agave notes, though notes of lemon and some ripe banana bubble up from beneath. The finish is a bit oily and punchy with fuel-like notes, but that intense, black pepper-meets-greenery character hits you hard and seems to last for days. A wisp of white sugar on the finish takes things in a weirdly unexpected direction, but I can’t say it wasn’t a welcome one after what comes before.
B- / $30 / 901.com