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Justin Timberlake's tequila makes backs sexier, love stoned-er, and that which goes around, come back around

May 1, 2009 | 11:59 am

This episode of '7th Heaven' never did air

Justin Timberlake is about to release a new tequila, called 901 (like the area code of his Memphis hometown), and the New York Daily News ran a story about how surprisingly good the product is. However, the story features quotes from three tequila aficionados who insinuate that the tequila might fare better if Timberlake's name weren't associated with it.

But this isn't the first time Timberlake has stepped outside his musical pursuits.

Other pet projects include his clothing line William Rast and the Manhattan restaurant Southern Hospitality.

The Timberlake name lent those efforts a bit of cachet, but the Death & Co. tasters said it could hurt his foray into the tequila biz.

"If I heard all the details and geeky talk and someone didn't mention Justin Timberlake, I would take this very seriously," Kaplan said. "Automatically, we have a preconceived notion of what he's coming out with and we were wrong."

Good thing he didn't name the liquor "Timberlake's Tequila" then.

"Oh yeah, without a doubt."

Oh no they didn't. Everything JT touches is classy. We would pay extra to have the agave imprimatur of the man who coined the term "LoveStoned" with nary an azure-eyed blink. Timberlake's tequila probably has hints of vanilla, rosewater and teenage girls' tears. Why wouldn't that sell itself? Celeb cachet didn't stop Sammy Hagar, Maynard James Keenan or Danny DeVito from marketing tasty tipple. The Dish positively yearns for the day it can roll up to House of Spirits and ask for "a bottle of your finest Timberlake vintage, good sir" while fielding three successive booty calls on three different Swarovski-encrusted iPhones. Because that's how we roll.

-- Jessica Gelt and August Brown

Photo: Jessica Biel gets a shot of Justin Timberlake at a Lakers game at Staples Center in April. Credit: Noel Vasquez / Getty Images