Lobos 1707

Lobos 1707 is a premium spirits company marketing tequila and mezcal, launched in 2020 by Founder and Chief Creative Officer Diego Osorio, alongside CEO Dia Simms. The brand's origin story is tied to Osorio's ancestor, who, in the 18th century, transported tequila from Mexico to Spain in Pedro Ximénez (PX) sherry wine barrels. This historical narrative forms the core of the brand's identity. Osorio, an actor and director with a family background in the Spanish wine and spirits industry, translated his passion for storytelling into creating the brand. The venture gained significant momentum with early investment from a group led by Main Street Advisors, which includes cultural icon LeBron James and his business partner Maverick Carter. Other notable investors include athletes Anthony Davis and Draymond Green, and agent Rich Paul. The company operates in the premium agave spirits market, selling directly to consumers online and through retailers and restaurants in the US, Mexico, and more recently, the UK and Dubai. Revenue is generated through the sale of its portfolio of spirits.

The company's core process involves harvesting 100% blue Weber agave in Jalisco, Mexico, for its tequila and Espadin agave in Oaxaca for its mezcal. A key differentiator for Lobos 1707 is its finishing process. After initial aging in American white oak barrels, the spirits are finished in Pedro Ximénez (PX) sherry barrels from Spain, using a solera system. This fractional blending method, traditionally used for sherry and brandy, involves a succession of containers where younger spirits are mixed with older ones, ensuring a consistent and complex flavor profile over time. The collaboration between master distillers from both Mexico and Spain is central to achieving this blend of old and new world techniques. This unique production process yields spirits that are all-natural, gluten-free, and contain no added flavors or colors.

The product portfolio includes four main expressions: Joven, Reposado, Extra Añejo, and Mezcal Artesanal. The Joven is finished in the PX barrels, while the Reposado is aged for over six months in American oak before the solera finishing. The Extra Añejo undergoes aging for three years in American white oak prior to its finish in the PX sherry barrels via the solera method. The brand has garnered several industry awards, including double gold medals at the San Francisco World Spirits Competition and the SIP Awards. The company has a national distribution agreement with Southern Glazer's Wine & Spirits to handle its expansion across the United States. In a significant strategic move in April 2025, Lobos 1707 entered into a joint venture with Diageo, which acquired a stake in the company. Keywords: Lobos 1707, Diego Osorio, Dia Simms, LeBron James, premium tequila, mezcal artesanal, Pedro Ximénez sherry barrels, solera system, agave spirits, celebrity-backed spirits, Main Street Advisors, Southern Glazer's Wine & Spirits, Joven tequila, Reposado tequila, Extra Añejo tequila, 100% blue weber agave, spirits industry, beverage alcohol, Diageo, liquor brand, craft spirits, Mexican distillation