LeBron James, who is known as the King of the NBA and a legendary player, has become the latest star in the agave spirit space by investing in Lobos 1707 tequila and mescal.
Introduced in Mexico and the US, the Lobos 1707 range includes an additional ego, Reposado, go and artisanal Mezcal.
The brand Lobos 1707, which is named after the Spanish word for “wolves”, was founded by Diego Osorio, Creative Director and CEO of DIA Simms, who has worked with brands such as Deleón Tequila and Cîroc Vodka.
Tequila fanatic LeBron James has invested in the company with his business partner and friend, Maverick Carter, for the quality of the product.
Diverse leadership” and the opportunity to build a “strong consumer brand with diverse leadership”.
“When I first tried Lobos 1707 Tequila, I knew this was it,” said James.
“When I learned more about the history of the brand and the 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 passion and shared values. I love drinking tequila with my friends, and we want a brand that speaks to us.”
James and Carter are part of the investment group Main Street Advisors (MSA), which is jointly investing in Lobos 1707 Direct, along with Mezorio Spirits.
Other investors include basketball players Anthony Davis and Draymond Green, American sports agent Rich Paul, and investment firm Torch Capital.
Lobos 1707 is said to use a centuries-old distillation process and a “unique” cask aging process using master distillers from Mexico and Spain who work on its manufacture.
The tequila is finished in Pedro Ximénez casks from Spain using the Solera system.
Mezcal Lobos 1707 is made from 100% agave Espadn, roasted over an open fire in Oaxaca.
Lobos 1707 Tequila Extra Aejo is $149.99 per 750ml, while the Reposado and Joven expressions are $47.99 and $44.99, respectively. Lobos’ 1707 Craft Mezcal is $54.
99 per 750mL.
The Lobos 1707 range is available in select retail stores and restaurants in New York City, Florida, and California and online at Reserve Bar. The range will launch in the US shortly in 2021.
LeBron James isn’t the only famous athlete to switch to tequila. Last year, former basketball star Michael Jordan joined forces with other sports entrepreneurs to launch Cincoro Tequila.
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