It looks like we are going to need to ‘Build a Bigger Table’. When you have the likes of Lebron James, Arnold Schwarzenegger and friends you know you’ll need a big table for all this star power.
The ranks of celebrity investments in the Tequila and Mezcal category continues to grow ever since George Clooney’s Casamigos Tequila $1 Billion (yes with a B) deal with Diageo in 2017. If you compare the launch videos you’ll see many similarities including blue weber agave in the field, a jimador cutting agave plants with a razor sharp coa, smokewhirling around piñas, fresh tequila being distilled and motorcycles. Apparently those are all the things investors want to see in a tequila brand.
Lobos 1707 Presents ‘Build a Bigger Table’ Video
Lobos 1707 presents itself with this short film entitled “Lobos 1707 presents Build a Bigger Table”. 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.
Lobos 1707, an independent spirits brand has launched with tequila and mezcal. Lobos 1707, named after the Spanish word meaning “wolves” and dedicated to celebrating the strength of the pack. The brand is trademarked in Mexico and the U.S.
Bottle prices range from $50 for tequila aged six months to $150 for a three year old tequila. Both tequilas are first aged in American white oak barrels then finished in wine barrels.
The company is led by Founder and Chief Creative Officer Diego Osorio and Chief Executive Officer Dia Simms with early backing from future Naismith Memorial Basketball Hall of Famer 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 three tequilas including Extra Añejo, Reposado, Joven and one Mezcal Artesanal.
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Lobos 1707 Finished in Pedro Ximénez (PX) Wine Barrels
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,” 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.”
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,” says James. “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.”
James and Carter are part of Main Street Advisors’ (MSA) investment group, which co-led the investment in Lobos 1707 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. And website PageSix has reports that former body builder, former California Gov. and actor Arnold Schwarzenegger has invested in the brand as well.
2020 Tequila and Mezcal Releases from Lobos 1707
The brand is set to release the following offerings this year 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
Lobos 1707 Tequila and Mezcal are currently available at select retailers and restaurants throughout New York City, Florida, California and online.
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