LeBron James backed Lobos 1707 has officially launched their Tequila and Mezcal lineup in the United States and Mexico. Named after the Spanish word for “wolves,” the brand celebrates the strength of the pack and is led by Founder and Chief Creative Officer Diego Osorio and Chief Executive Officer Dia Simms. Inspired by a centuries old distillation process, the brand launches with Extra Añejo, Reposado, Joven and Mezcal Artesanal offerings.
Each marque reflects the traditional Mexican distillation and aging process and is finished in Pedro Ximénez (PX) wine barrels from Spain. The spirits’ unique barrel aging process represents a modern approach to a practice that began 400 years ago. The proprietary formula and world-class product creations are led by Master Distillers from Mexico and Spain.
“Creating and designing Lobos 1707 is about love, legacy and authenticity,” says Osorio. “I see Lobos 1707 as another way of storytelling. The story begins and ends with our love for the spirit, from the aging process to holding the bottle and sharing the first sip. It’s a story that celebrates our pack and our extended family who has been with us throughout our journey. Above all, Lobos 1707 represents unity.”
CEO Dia Simms is the former president of Combs Enterprises, where she oversaw the company’s various businesses, including Bad Boy Entertainment, Sean John, Combs Wine & Spirits (CÎROC Ultra Premium Vodka and DeLeón Tequila), AQUAhydrate, the Blue Flame advertising and marketing agency, Bad Boy Touring, Janice Combs Publishing, Revolt Films and Revolt TV, as well as ENYCE, and the Combs Foundation.
“Lobos 1707 is a premium brand, and our distinctive aging process meets the need of an accelerating category,” says Simms. “After first trying Lobos 1707, I fell in love with the liquid and the brand history. We have an incredible liquid, beautiful packaging, and a proud legacy. Our vision is to reach our customer community through our values as well as our products. At Lobos 1707, our belief is if there’s not enough room at the table…we build a bigger table.”
According to the brand, LeBron James and partner Maverick Carter invested in Lobos 1707 Tequila and Mezcal because of the quality of the product, core company values, and the opportunity to build a strong consumer brand with diverse leadership.
“I knew the first time I tasted Lobos 1707 Tequila that it was special,” said LeBron. “When I learned more about the brand story and leadership team, I knew I wanted to be a part of it. Lobos 1707 is about celebrating the strength of the group and bringing people together. It’s about shared passion and values. I love sipping tequila with my friends, and we want a brand that speaks to us.”
LeBron and Carter are part of Main Street Advisors’ (MSA) investment group, which co-led the investment in Lobos 1707 Tequila and Mezcal with Mezorio Spirits. Anthony Davis and Draymond Green are also investors through MSA along with Klutch Sports Group CEO and Founder, Rich Paul. Torch Capital rounds out the investment team.
To celebrate the launch, the brand has introduced the following offerings prior to the nationwide release in early 2021:
- Lobos 1707 Tequila, Extra Añejo: Best served neat or on the rocks; never mixed, the Extra Añejo should be savored. This masterfully crafted tequila is aged for three years in American white oak and finished in the historic Pedro Ximénez (PX) wine barrels using the solera system method for a lasting flavor experience. Every sip includes sweet citrus, aging wood and marked vinous, tobacco, and notes of roast coffee and cocoa. The suggested retail price is $149.99 USD for a 750ML bottle
- Lobos 1707 Tequila, Reposado: Reposado reaches its robust flavor through resting for over six slow months in American white oak barrels. The liquid is blended with a touch of Lobos 1707 Tequila, Extra Añejo and finished in the brand’s historic Pedro Ximénez (PX) wine barrels using the solera system method. Reposado revolutionizes any drink with spicy aromas and audacious flavor. The suggested retail price is $47.99 USD for a 750ML bottle
- Lobos 1707 Tequila, Joven: Young in spirit, old in soul. It is carbon-filtered, then finished in the brand’s historic Pedro Ximénez (PX) wine barrels using the solera system method, resulting in a more mature flavor profile than any other Silver or Blanco tequila on the market. Excellent and balanced body with slightly fiery balsamic tones. The suggested retail price is $44.99 USD for a 750ML bottle
- Lobos 1707 Mezcal Artesanal: Lobos 1707 Mezcal is a sultry liquid with each sip evoking the flavors of 100% Espadin agave roasting in a conical open Oaxacan fire pit. The liquid is then ground in an Egyptian stone mill, producing a smoky, yet smooth liquid with a subtle burn of spice. $54.99 USD for a 750ML bottle
The brand unveiled a short film entitled “Lobos 1707 presents Build a Bigger Table,” as part of its release. Check it out below.
The Tequilas and Mezcal are currently available at select retailers and restaurants throughout New York City, Florida and California and online at ReserveBar.
