New independent spirits brand, Lobos 1707, launches their full tequila and mezcal trademark in Mexico and the U.S. Lobos 1707, named after the Spanish word meaning “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 with early backing by sports and cultural icon, LeBron James. The premium spirit is inspired by a centuries old distillation process and creates a totally unique product in the expanding category. Lobos 1707 will offer Extra Añejo, Reposado, Joven and Mezcal Artesanal.
Each marque reflects the traditional Mexican distillation and aging process and is finished in Pedro Ximénez (PX) wine barrels from Spain. The Lobos 1707 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. 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.” says Osorio.
Lobos 1707 is led by CEO Dia Simms, one of the most dynamic leaders in the industry over the last twenty-five years. Simms established a reputation for driving innovation and diversity while developing some of the largest marques globally, including building a billion-dollar valued spirits brand.
“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.”
The new company is backed by tequila enthusiast LeBron James. He and his partner Maverick Carter invested in the company 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. 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.” says James.
To celebrate the launch, Lobos 1707 introduces 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 presents itself with a short film entitled “Lobos 1707 presents Build a Bigger Table,” premiering on November 18th. The film illustrates the journey from barrel to table, giving a glimpse behind the brand’s roots in the agave fields in Mexico. The film weaves together each individual’s contribution to the liquid and finishes with the wolfpack coming together to welcome everyone to sit at the table.
