Lobos 1707 is an independent brand that was launched in 2020 as a joint venture between founder and Chief Creative Officer Diego Osorio and CEO Dia Simms, with backing from basketball icon LeBron James. Connecting New York, Los Angeles, and Mexico City, the spirits brand is focusing on premium tequila and mezcal. The portfolio includes Lobos 1707 Tequila, Extra Añejo, Lobos 1707 Tequila, Reposado, Lobos 1707 Tequila, Joven and Lobos 1707 Mezcal Artesanal, all premium products infused with history, culture and family legacy.

The idea behind Lobos (Spanish for wolves) stems from Osorio's great-great-grandfather who was transporting tequila to Spain in Sherry barrels, quickly learning that the oak transformed the spirit into something uniquely smooth and elegant. It's this tradition that has led to Osorio replicating the recipe with traditional tequila from Altos de Jalisco and Oaxaca, Mexico. Harvested, distilled and bottled in the Los Altos de Jalisco region of MexicoLobos 1707 Tequila and Mezcal feature unique and elevated flavor profiles influenced by both old and new world techniques. Lobos 1707 Tequila and Mezcal are cultivated from 100% blue weber agave and then finished in Pedro Ximénez (PX) wine barrels, using the solera method before bottling.

It's the wolves on the Osorio family's coat of arms that served as the inspiration for the brand's image. The bottles take this further, with the hue of each expression signifying its origin. The Tequila Joven sports a blueish hue in reference to the blue Weber agave. The Reposado Tequila invokes the clay of Jalisco with its rich red hue. The Extra Añejo is a bronze hue referencing the scorching Jalisco sun that ensures the 100% blue Weber agaves achieve the perfect ripeness.

A portion of proceeds will be donated to wolf sanctuaries in Mexico and the United States.