In less than a year, 901 Tequila has gone from the newcomer on the block to the face of the live music business, after inking a deal with Live Nation, the world’s largest live music company, to become the official tequila sponsor of the majority of Live Nation venues in the U.S.
The Justin Timberlake-backed ultra-premium brand targeted the music and entertainment company as a way to reach a broader audience. “With sports sponsorships, you usually are talking to only men 21-35,” says 901 president Kevin Ruder. “With music and entertainment you can reach both men and women in the same age segment. Some people prefer specific sports; everyone likes music.”
With this additional exposure at most Live Nation events in the U.S., Ruder aims to introduce the start-up brand to “millions of eyes.” The deal gives 901 Tequila access to tickets, visibility on Live Nation’s in-venue video network and signage placement as the official tequila sponsor. “I think the real winner here is the consumer,” Ruder continues. “Through our programs and sweepstakes, consumers will get the chance to win free tickets, and those who are already in the venues will get the chance to get ticket upgrades and get closer to the stage.”
For now, 901 has ramped up production at its distillery in Mexico to meet these additional needs, including expanding its distribution efforts. “Honestly, for a small brand this is a monumental deal and it will help us reach our initiative of launching in 15 additional states in the 1st quarter of 2010,” Ruder says.