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LeBron James And Partners Unveil Lobos 1707 Agave Spirits

November 18, 2020

LeBron James never faced Michael Jordan on an NBA court, with Jordan retiring the year before James entered the league. But now the two superstars will go head to head in one of the hottest areas of the drinks market: upscale Tequila.

James is among the partners launching Lobos 1707, a range of Tequilas and mezcal aimed firmly at the high end of the market. Lobos 1707’s CEO is Combs Enterprises veteran Dia Simms, and the founder and chief creative officer is actor and entrepreneur Diego Osorio. Each of Lobos 1707’s Tequilas—including Joven ($45 a 750-ml.), Reposado ($48), and Extra Anejo ($150) expressions—is finished in Pedro Ximenez Sherry barrels. The lineup also includes a 100% Espadin agave mezcal retailing at $55.

The brand is rolling out initially to select retailers and restaurants in New York, Florida, and California, where it will take on Jordan’s Cincoro brand among many others in the exploding ultra-premium Tequila segment. A national launch is slated for early next year. “When I first tried Lobos 1707, I told Diego it was the best Tequila I’ve ever had in my life,” James said. “People are going to fall in love with the story, but when they taste this unbelievable product they are going to want to dive in and be a part of our journey.”—Daniel Marsteller

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