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Arnold Schwarzenegger Wants To Pump Up Volume For Newcomer Lobos 1707 Tequila

August 3, 2021

Lobos 1707 Tequila, the brand backed by LeBron James and led by Combs Enterprises veteran Dia Simms as CEO, has revealed another high-profile investor, Arnold Schwarzenegger, who yesterday discussed his involvement and what the future holds for the brand in a Zoom session with journalists.

According to Michael Cox, Southern Glazer’s Wine & Spirits vice president, supplier management, Lobos 1707 has depleted 4,500 cases through SGWS since partnering with the distributor in April and is now in 11 markets with two more to be added shortly. But Schwarzenegger is aiming much higher, challenging the brand’s team to attain the 100,000-case mark by next year.

The former California governor said he was drawn to the brand’s authenticity and its “Build a Bigger Table” positioning, emphasizing inclusivity, before demonstrating his preferred serve: Lobos 1707 paired with a Tequila-dipped cigar. Simms also sees strong potential for the brand moving forward. “We believe we have the right juice at the right time with the right team,” she said.—Shane English

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