Drink deep from Justin Timberlake's well

If you'd asked us to come up with a drink product to be marketed under a Justin Timberlake brand, I'd have suggested a weak lemon drink. Or maybe a watery alcopop.

Instead, though, he's decided to start his own tequila. I wouldn't have thought of associating Timberlake with that particular drink, although perhaps "shriveled worm that nobody ever wants to touch" is meant to be the link.

Timbo is calling his booze 901 - which is both his hometown dialling code, and a time:

“that time of night when your evening is ending, but your night is just beginning.”

If you're reaching for the tequila by nine o'clock, your night is probably going nowhere, unless he's thinking of launching a sister product 1017, to represent the time when your concerned friends find you facedown in the toilet cubicle, unable to remember where your trousers were when you saw them last.