Close Menu

LeBron James’ Lobos 1707 Tequila lands in Canada

Lobos 1707, the Tequila and mezcal brand backed by basketball player LeBron James, will launch into the Canadian market this spring.

L-R: Diego Osorio, LeBron James and Drake at the Canadian launch event

By Kate Malczewski

Founded by Dia Simms and Diego Osorio, Lobos 1707 debuted in the US and Mexico in 2020 with investment from National Basketball Association (NBA) star James.

The brand offers four expressions: Joven Tequila, Reposado Tequila and Extra Añejo Tequila, which are produced in Jalisco, Mexico; and Mezcal Artesanal, made in Oaxaca. The aged expressions are finished in Pedro Ximénez barrels.

This spring, the four bottlings will premiere in Canada, beginning with a rollout across Ontario.

“Lobos 1707 is about bringing people together and creating a community that everyone can be part of,” James commented. “We look forward to officially welcoming Canadians to our pack.”

Lobos 1707 Extra Añejo

The agave spirits brand kicked off its launch campaign with an event in Toronto featuring the rapper Drake, who hails from Canada.

“We’re incredibly proud of the product we have created and are thrilled to introduce Lobos 1707 to Canadians,” said Osorio, the brand’s chief creative officer.

“Our goal with Lobos 1707 was to create a brand that encourages unity, legacy and authenticity, and the Canadian market is one that wholeheartedly embodies these core values.”

To support the Canadian launch, the company has secured further investment from basketball player Fred VanVleet, as well as Vinay Virmani, partner and chief content officer of Uninterrupted Canada, an athlete empowerment platform co-founded by James.

The business already counts Terminator actor Arnold Schwarzenegger among its backers. Last year, Schwarzenegger revealed the brand’s ambitions to surpass 100,000 case sales in 2022.

It looks like you're in Asia, would you like to be redirected to the Drinks Business Asia edition?

Yes, take me to the Asia edition No