LeBron James Partners with Lobos Tequila 1707 Alcohol Brand

NBA star LeBron James expanded his investment portfolio by investing in the Mexican-Spanish tequila brand, Lobos 1707.

Lobos 1707 was founded by Diego Osorio, chief creative officer, and Dia Simms, chief executive officer who has worked with other spirit brands such as Cîroc Vodka and Deleón Tequila. The new tequila brand will include extra añejo, reposado, joven and mescal artesanal. The name of the brand is gotten from the Spanish word for ‘wolves’.

James, who is a big fan of the Lobos tequila invested in the brand, November 2020, with his business partner and friend Maverick Carter. The investment was made due to the fine quality of the product, and the company’s core value to uphold diversity in leadership and to build a strong customer brand.

“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 wanted to be a part of it,” James said.
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.

The Main Street Advisors’ (MSA) investment group led the Lobos 1707 group, alongside James and Carter. The investment included other investors like investment firm Torch Capital, American sports agent Rich Paul, and basketball players Anthony Davis and Draymond Green.

Lobos 1707 is unique because it is said to use an ancient distillation process and barrel-aging process, with the best distillers from Mexico and Spain working on it. The finishing process of the Tequila is done in Pedro Ximénez barrels from Spain, using the solera method.

“Lobos 1707 is a premium brand, and our distinctive aging process meets the need of an accelerating category,” said 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.”

Lobos 1707 Tequila Prices

• Lobos 1707 Tequila Extra Añejo – US$149.99 per 750ml

• Lobos 1707 Mezcal Artesanal – US$54.99 per 750 ml

• Reposado Expression – US$47.99

• Joven Expression – US$44.99

The Lobos 1707 range can be found in select stores and restaurants across Florida, California, and New York City.