Lebron James unveils new Lobos 1707 bottle

American basketball player Lebron James has revealed a new bottle for Lobos 1707 Extra Añejo Tequila.

The National Basketball Association (NBA) star invested in the Tequila and mezcal brand in 2020 with his business partner and friend Maverick Carter, due to the quality of the product, its core values and the chance to build a ‘strong consumer brand with diverse leadership’. James unveiled the new bottle through an Instagram post, which was captioned ‘it’s all about the pack!! We here and we ain’t going nowhere!’ The new bottle design features an elongated vessel with the Lobos 1707 logo moulded into the glass. Named after the Spanish word for ‘wolves’, the Tequila brand was founded by Diego Osorio, chief creative officer, and CEO Dia Simms, who has worked with brands such as Deleón Tequila and Cîroc Vodka. Lobos 1707 Tequila Extra Añejo is available through reserve bar, and retails for US$159 per 750ml, while the reposado and joven expressions are priced at US$49 and US$45 respectively. Lobos 1707 Mezcal Artesanal is priced at US$55 per 750ml. The brand sold a stake to actor Arnold Schwarzenegger in 2021. The Terminator star revealed his ambitions for Lobos 1707 to become the “Tequila and mezcal of choice for consumers”, and also unveiled plans for the brand to surpass 100,000 cases by this year. A number of celebrities have moved into Tequila in recent years, including George Clooney, Dwayne ‘The Rock’ Johnson, and Keeping Up with the Kardashians star Kendall Jenner.