LeBron James invests in Tequila label

US Athlete LeBron James has invested in Lobos 1707 Tequila, which is due for release across the country early next year.

Left to right: Diego Osorio, Dia Simms and Lebron James (Photo: Lobos 1707)

Founded by Diego Osorio and CEO Dia Simms, who has previously worked with high profile brands such as Deleón Tequila and Cîroc Vodka, the range includes an extra añejo, reposado, joven and mezcal artesanal.

The basketball star has invested in the company alongside his business partner and friend Maverick Carter in order to take a chance to build a “strong consumer brand with diverse leadership”, according to a statement.

James and Carter are both part of Main Street Advisors’ (MSA) investment group, which co-led the investment in Lobos 1707, alongside Mezorio Spirits. Other investors so far include fellow basketball players Anthony Davis and Draymond Green, sports agent Rich Paul, and investment group Torch Capital.

“I knew the first time I tasted Lobos 1707 Tequila that it was special,” James said. “When I learned more about the brand story and leadership team, I knew I wanted to be a part of it.

“Lobos 1707 is about celebrating the strength of the group and bringing people together. It’s about shared passion and values. I love sipping Tequila with my friends, and we want a brand that speaks to us.”

The Tequila is finished in Pedro Ximénez barrels from Spain. Lobos 1707 Mezcal is also made with 100% espadín agave which has been roasted in an open Oaxacan fire pit.

“Lobos 1707 is a premium brand, and our distinctive ageing process meets the need of an accelerating category,” said Simms. “After first trying Lobos 1707, I fell in love with the liquid and the brand history. We have an incredible liquid, beautiful packaging, and a proud legacy. Our vision is to reach our customer community through our values as well as our products.”

The entire range is currently available at restaurants in New York City, Florida and California, and online at Reserve Bar, but is due to launch across the US and Mexico in early 2021.

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