Las Vegas Weekly

April 11, 2009 · 9:30 AM

Tequila! J.T. promotes 901 and hits Blush, XS and Playboy Club

By Robin Leach

Justin Timberlake and Robin Leach at the pop superstar's local 901 Tequila event.

Photo: Armando Rosario

Pop superstar Justin Timberlake was a top secret Las Vegas visitor this Easter weekend. Vegas DeLuxe will have the full story Monday and our chat with the entertainer and entrepreneur.

Justin, who has begun planning his fall Shriners charity golf tournament and all-star concert here, chatted with me yesterday afternoon at the private launching of his new 901 Tequila. Then last night, he had his very first nightclub sampling of the drink at Victor Drai’s XS at Encore.

There was no sign of actress girlfriend Jessica Biel on his visit here. Justin had a small group of friends with him as he held court in a secluded and private VIP cabana on the second level of the pool area outside XS.

Several security guards were on duty to ensure a fun, peaceful time for the singer and his friends by keeping partygoers away from their prime real estate. During the hour at XS, Justin opened up his new 901 Tequila for cocktails and a celebratory toast. He selected the branding of 901, the area code for Memphis, Tenn., his hometown.

Security escorted his party out through a private rear exit of the pool area later, and the no photograph rule was strictly enforced!

Justin also hit Blush at the Wynn and The Playboy Club at the Palms during his nightlife whirl.

At each stop, it was time for 901 to be pulled out for his one-man sales storm. He arrived at The Playboy Club at 2 a.m. with his seven friends, and they spent another hour there doing 901 shots and still talking launch strategy and marketing ideas for the new tequila.

Robin Leach has been a journalist for more than 50 years and has spent the past decade giving readers the inside scoop on Las Vegas, the world’s premier platinum playground.

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