At 9:01 p.m. on Friday, ruling pop phenom Justin Timberlake will officially launch his brand new 901 Tequila here in Las Vegas. I am sworn to secrecy as to the exact where and when of Justin's VIP celebration party, but I can let you in on some of the background secrets as the final plans are put in place today.
Justin selected the unique 901 branding because it's the area code of his hometown, Memphis, Tenn. In his own words, "It's also the time that the evening stops and the night officially begins." Sales of the new liquor line will begin next month here and in New York and L.A. It's not confirmed, but the price is reported to be $40 a bottle.
Justin's decision to expand his business interests has him following in the footsteps of other entertainers selling their own alcohol brands, including Jay-Z, Sean "Puff Daddy" Combs, Danny DeVito and Dan Aykroyd. Justin also has his own record label Tennman and the highly successful fashion line William Rast.
On April 21, J.T. premieres his MTV series The Phone. It is an original program where the lives of four unwitting strangers are interrupted and changed forever by a phone call in which a mysterious voice -- I believe it is a disguised Justin -- invites them to participate in a game that triggers dangerous events each time they choose yes. Justin will eventually award $50,000 to the winner.
Vegas DeLuxe has been invited to cover the premiere of 901, and we'll toast to that with an appropriate "Ole!"
Also, be sure to check out the official site for 901, http://www.901.com/
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