Lobos 1707 Tequila and Mezcal, the ultra-premium agave spirit brand launched in 2020 by Founder and Chief Creative Officer Diego Osorio, with CEO and brand-builder Dia Simms and legendary athlete and cultural icon LeBron James, is to launch in Dubai – the first time it will be available outside North America.
The brand marked its global expansion with a series of intimate introductory events at Cove Beach, Caesers Palace, where Founder and Chief Creative Officer Diego Osorio was joined by the most influential bartenders in Dubai, as well as VIP guests.
“The launch of Lobos 1707 in the Middle East is a momentous chapter in our brand story. Being at the forefront of culture is hugely important to us, which is why, with the eyes of the world on this region, we’re looking forward to bringing our award-winning tequilas and mezcal to Dubai”, said Diego Osorio.
Lobos 1707 is an independent spirits supplier that blends heritage and innovation, created to encourage unity, legacy and authenticity through honouring an ancient process inspired by the 16th century voyages of Diego’s ancestor of the same name. The brand’s name honours this same ancenstor. Lobos is Spanish for “wolf”, which was featured on his coat of arms and 1707 was the year of his journey.
Uniquely finished in Pedro Ximénez sherry barrels for a smooth and round flavour, Lobos 1707 tequilas are born in the nutrient-rich soils of Altos de Jalisco as blue weber agave plants, with its Mezcal deriving from the steep slopes of the Oaxacan Sierra from espadin agave. Honouring rich traditions, Lobos 1707’s unique process and world class product is created by Master Distillers from both Mexico and Spain, representing the best of both worlds.
Lobos 1707 is the culmination of many hands and hearts. The brand’s tagline, “All for the Pack” is centered around its mantra of inclusivity, the strength of community and that every individual has something to contribute. From founders and investors, to jimadors, distillers, mixologists, industry leaders and collaborators, Lobos 1707 believes every individual brings something to the Pack. In addition to speaking to our purpose, it’s also social and celebratory in nature, all of which are important to fans of Lobos 1707.
“At Lobos 1707, we are building a global brand that celebrates community,” said CEO Dia Simms. “We look forward to officially welcoming Dubai to our pack.”
Lobos 1707 Joven Tequila Reposado Tequila, Lobos 1707 Reposado Tequila, Lobos 1707 Extra Anejo Tequila and Lobos 1707 Mezcal Artesanal are available now at Cove Beach, Caesars Palace, as well as select other venues, and will also be available to buy in MMI stores from February 2023.