A new independent spirits brand, Lobos 1707 Tequila & Mezcal has launched in the United States and Mexico, backed by NBA superstar LeBron James.
Lobos 1707, named after the Spanish word for “wolves” and dedicated to celebrating the strength of the pack, is led by Founder and Chief Creative Officer Diego Osorio and Chief Executive Officer Dia Simms.
The premium spirit is inspired by a centuries-old distillation process and creates a new unique product, which will be available in Joven, Reposado, Extra Añejo, and Mezcal Artesanal.
A brand named after wolves, of course, needs a Wolfpack, the trio of James, Simms, and Osorio includes Maverick Carter who invested alongside the Lakers star due to the quality of the product, core company values, and the opportunity to build a strong consumer brand with diverse leadership.
“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…