LeBron James’ Lobos 1707 Tequila Offers A Taste Of Mexico

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May 5 has become a kind of unofficial holiday in the U.S., even if Americans are not entirely clear on the history. Nonetheless, millions celebrate Cinco de Mayo, (the date of an 1862 Mexican victory over French invaders), with tequila like the company NBA star LeBron James invested in, Lobos 707.

Travel to Mexico’s Tequila Trail, where one can see the cactus grow and taste the region’s many vintages, has been exploding in popularity. Alas, the State Department thinks Americans should not travel to Mexico.

In a Travel Advisory dated April 20, 2021, Mexico is rated Level 4: Do Not Travel. (To be fair, State’s travel guidance says about 80% of the world is on this do-not-fly list,). The Mexico travel advisory of course includes the state of Jalisco, where more than 80% of the blue agave cactus used in tequila comes from.

But if travel is not recommended right now due to COVID-19 and other factors, a taste of tequila can travel more easily than a person. Lobos 1707 is a tequila and mezcal brand with interesting international roots that has been growing despite (or because of) its launch during the pandemic. And while Lobos 707 has international roots in Mexico and Spain, LeBron James told the Wall Street Journal he had another criteria for investing; “If it tastes great in Akron, Ohio, then I know it’s the right thing.”

We spoke with founder and chief creative officer Diego Osorio about tequila and the origins of Lobos 1707. Osorio, whose family has long been in the liquor business in Spain, had wanted nothing to do with the family business, concentrating on film and television.

But he became fascinated with the culture and history of tequila. He described the agave that grows in Jalisco’s clay as “a cactus that retains all the sugars—basically you’re fermenting a plant.” As Osorio noted, Mayans and Aztecs drank fermented agave, and its use is believed to go back nearly 10,000 years.

There are over 100 distilleries in Mexico that make over 900 brands of tequila. Sales of tequila in the U.S. have risen every year since 2004 when sales volume was 8 million 9 liter cases. That rose to about 23 million 9 liter cases in our COVID year 2020, a 15% increase over 2019. U.S. retail sales of tequila hit $10.3 billion in 2019.

Osorio felt he could add creativity and a dash of his family heritage to the process. “It’s all in the barrel,” he says. He bought a handful of the aged barrels his family used for Pedro Ximenez (PX) wine, from a white Spanish wine grape. Osorio said his family’s attitude was “A cute little project Diego is doing.”

In a sense, the journey of the barrels to Mexico was carrying on an old family tradition. Diego Osorio, the founder's great-great-grandfather, learned about how the Blue Weber agave was cultivated by jimadors. He transported the spirt, a version of what we now know as tequila, in sherry wine barrels by ship to his native Spain in 1707.

The Osorio coat of arms depict wolves, hence the brand’s name, Lobos 1707. The Diego Osorio of today prefers to serve as Chief Creative Officer, developing ideas like the Agave Wind Rose Compass found on every bottle—and now tattooed on his arm. (Dia Simms, whose diverse experience encompasses both the U.S. Defense Department and 15 years with Sean Combs’ Combs Enterprises, is CEO.)

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In a Travel Advisory dated April 20, 2021, Mexico is rated Level 4: Do Not Travel. (To be fair, State’s travel guidance pg slot แตกง่าย
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