Lobos 1707
Lobos 1707 is an ultra-premium tequila and mezcal producer whose entire five-expression portfolio is finished in Pedro Ximénez sherry casks. Founded in 2020 by Diego Osorio, the brand sells through national US retail, D2C, and on-premise channels, and is now under Diageo via a 2025 joint venture.
- Company typePrivate
- Founded2020
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Lobos 1707 does
Lobos 1707 is an ultra-premium tequila and mezcal producer founded in 2020 by Diego Osorio, headquartered in New York with a US import/distribution entity in Miami, Florida. The company's defining technical feature is that every expression — Joven, Reposado, Añejo, Extra Añejo, and an unaged Espadín Mezcal Artesanal — is finished in Pedro Ximénez sherry wine barrels using the solera system, a process inspired by the founder's family history of moving sherry barrels between Spain and Mexico circa 1707. The portfolio is built from 100% Blue Weber Agave (tequila) and 100% Espadín agave (mezcal) with American white oak primary aging, and has accumulated an unusually dense collection of industry awards across the San Francisco World Spirits Competition, IWSC, SIP Awards, Beverage Testing Institute, Ultimate Spirits Challenge, and Chilled 100, with Forbes naming its Reposado among the 'Five Best Tequilas in the World.'
The brand operates a multi-channel distribution model combining national US retail (Total Wine, Walmart, BevMo!, Gopuff), an owned direct-to-consumer e-commerce storefront at shop.lobos1707.com powered by Thirstie, and on-premise sales through bars and restaurants supported by receipt-reimbursement promotions. Marketing is built around sports sponsorships (NBA-linked activations, PRO Skijor Frontier Tour) and luxury-lifestyle events (annual Art Basel 'Through the Veil' programming in Miami, Complex collaborations, Smorgasburg activations). LeBron James is publicly associated as a backer and supporter of the Extra Añejo expression, and in April 2025 Diageo announced a joint venture with Main Street Advisors to acquire the worldwide rights to Lobos 1707, placing the brand within a Tier-1 global spirits conglomerate. The company employs 51–100 people and additionally offers a ready-to-drink cocktail line (Lobos Red, Wolf Run, Mezcal Hot Toddy) addressing lower-ASP consumption occasions alongside the ultra-premium core range.
Lobos 1707 firmographics
Firmographics- Name
- Lobos 1707
- Legal name
- Lobos 1707 Tequila Company
- Website
- https://lobos1707.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Lobos 1707 is an ultra-premium tequila and mezcal producer whose entire five-expression portfolio is finished in Pedro Ximénez sherry casks. Founded in 2020 by Diego Osorio, the brand sells through national US retail, D2C, and on-premise channels, and is now under Diageo via a 2025 joint venture.
- Ownership category
- akta.pro rank
Lobos 1707 industry classification
Industry- Product category
- Premium Tequila & Mezcal Spirits
- NAICS
- Beverage Manufacturing (3121), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)
- SIC
- Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180), Beverages (2080)
- akta.pro primary industry
- Alcohol Importers & Brand Owners (Wholesale) (CRAOAIAB)
- akta.pro secondary industry
- Premium, Rare & Collectible Alcohol Retail (Fine Wine/Spirits) (CRANAAAJ)
Keywords
Where Lobos 1707 is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Lobos 1707 business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Direct-to-Consumer Online Sales: Lobos 1707 operates an e-commerce store at shop.lobos1707.com powered by Thirstie, allowing consumers to purchase products directly for delivery to their door.
- Retail Distribution: Products sold through major retail chains including Total Wine, Gopuff, BevMo!, and Walmart, reaching consumers through traditional spirits retail channels.
- Bar/Restaurant On-Premise Sales: Activated promotional programs at participating bars and restaurants where consumers purchase products and submit receipts for reimbursement via Venmo.
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
Lobos 1707 product offering
Product offeringCore offering
Lobos 1707 produces and sells an ultra-premium portfolio of tequila (Joven, Reposado, Añejo, Extra Añejo) and mezcal (Espadín Artesanal), all finished in Pedro Ximénez sherry wine barrels using a solera system. The brand also offers ready-to-drink cocktails and distributes its products through major U.S. retail chains and a direct-to-consumer online shop.
Product overview
Lobos 1707 is an ultra-premium tequila and mezcal brand offering a portfolio of five core spirits expressions (Joven, Reposado, Añejo, Extra Añejo, and Mezcal Artesanal), all uniquely finished in historic Pedro Ximénez sherry wine barrels—a signature production technique blending Spain's sherry heritage with Mexico's tequila tradition. The brand also offers ready-to-drink cocktail variants (Lobos Red, Wolf Run, Mezcal Hot Toddy) and operates a direct-to-consumer e-commerce platform for online purchases.
Differentiator
Problem solved
Functional benefit
Products and services
- Lobos 1707 Joven Tequila Ultra-premium joven tequila made from 100% Blue Weber Agave, aged less than 2 months in American white oak and finished in Pedro Ximénez sherry wine barrels via solera system. Characterized by bright herbaceous notes, marcona almond, light white pepper, and fresh melon. Intended for sipping and elevated cocktails by premium spirits consumers.
- Lobos 1707 Reposado Tequila Reposado tequila aged 2-7 months in American white oak and finished in PX sherry casks. Features notes of white chocolate, dry baking spices, marshmallow, dried orange peel, birch, sarsaparilla, and burnt caramel. Recognized among Forbes' 'Five Best Tequilas in the World' with Double Gold and Best of Class honors at the San Francisco World Spirits Competition and the Bartender Spirits Awards.
- Lobos 1707 Añejo Tequila Premium añejo tequila aged 12-18 months in American white oak and finished in PX Sherry Cask. Features flavor notes of cinnamon 'Red Hot,' PX Sherry, intense toasted baking spices, baked pumpkin, and sweet roasted agave. Gold Medal winner at the San Francisco World Spirits Competition.
- Lobos 1707 Extra Añejo Tequila Ultra-smooth extra añejo tequila aged 3 years in American white oak and finished in PX Sherry Cask. Complex flavor profile of sweet tobacco, smoked cinnamon, green peppercorn, dried date, leather, caramel, dried citrus peels, and wood smoke. Winner of Double Gold at the New York International Spirits Competition and a Master award from The Spirits Business.
- Lobos 1707 Mezcal Artesanal Unaged Espadín mezcal made from 100% agave, roasted in an open wood-fired Oaxacan horno, then finished in PX sherry casks. Features notes of black pepper, hickory smoke, toasted piñon, young pineapple, desert sage, and creamy spice. Platinum winner at the Beverage Testing Institute and SIP Awards.
- Lobos 1707 Ready-to-Drink Cocktails Ready-to-drink cocktail products including Lobos Red (red rita and paloma variants), Wolf Run, and Mezcal Hot Toddy, available for purchase through the brand's direct-to-consumer online shop.
Quantifiable outcome
- One of Forbes Magazine's 'Five Best Tequilas in the World'
- +2 more outcomes
Companies that use Lobos 1707
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Lobos 1707 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature1 record
Lobos 1707 partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Complex MarketcoreLobos 1707 Premium West brand introduced to Complex Market audience through immersive Ranch activation during NBA All-Star Weekend beneath the 6th Street Bridge in Los Angeles, featuring pool tables, Booray card games, and Compton Cowboys appearance.
- PRO SkijorcoreLobos 1707 named Official Tequila Sponsor of PRO Skijor's Frontier Tour, North America's first professional skijoring series. Partnership includes six Mountain West tour stops and Championship Weekend in Salt Lake City, featuring branded hospitality spaces, signature cocktails, and MVP trophy presentations.
- Kemo SabeminorLobos 1707 hosted intimate tasting experience at Kemo Sabe during World Snow Polo Championship in Aspen, where founder Diego Osorio led guests through guided tasting of the product portfolio.
- ComplexcoreLobos 1707 partnered with Complex and artist Verdy for an Art Basel pop-up during Miami Art Week. The collaboration included branded UnDOMESTICATED bar experience, limited-edition Verdy × Complex collab merchandise, and photo experiences.
- Smorgasburg MiamiminorLobos 1707 participated in Smorgasburg Miami's 'Food Is Art' takeover in Wynwood with AR/AI immersive art experience and branded 'Glam Bot' video booth.
- MBG 360 / Alerion Aviation / LamborghiniminorLobos 1707 partnered with MBG 360, Alerion Aviation, and Lamborghini for 'When We Fly' Art Basel event in Miami, a luxury lifestyle gathering featuring private jets and Lamborghinis.
- ArmadaminorLobos 1707's annual Art Basel immersive art odyssey 'Through the Veil' featured Armada founder leading a toast and seated dinner experience.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Lobos 1707 competitors and assessment
Company assessmentDirect peers
- Casamigos: Celebrity-founded ultra-premium tequila (George Clooney) now owned by Diageo. Most direct comparable on celebrity + ultra-premium + Diageo distribution dynamics, validating Lobos's strategic pathway.
- 818 Tequila: Celebrity-backed (Kendall Jenner) ultra-premium tequila with rapid retail expansion. Closest peer on consumer demographic, celebrity equity model, and aspirational brand positioning.
- Teremana Tequila: Dwayne Johnson-backed tequila brand competing in the same celebrity-affiliated premium tier with broad retail distribution. Comparable on athlete equity, multi-channel GTM, and celebrity-led scaling playbook.
- Casa Del Sol: Eva Longoria-affiliated luxury tequila targeting the same sipping and gifting occasions as Lobos 1707. Direct competitor in celebrity + ultra-premium positioning.
- Clase Azul: Ultra-premium tequila and mezcal producer with iconic hand-painted decanters and luxury positioning. Comparable on ultra-premium price points, gifting orientation, and collectible/artisanal branding.
- DeLeón Tequila: Ultra-premium tequila with celebrity affiliation (Diddy) and luxury positioning. Comparable on celebrity equity, high-end price points, and aspirational on-premise targeting.
- Casa Dragones: Ultra-premium sipping tequila and mezcal with luxury hospitality positioning. Comparable on ultra-premium pricing, artisanal production, and gift/sipping occasion targeting.
Emerging players
- Gran Coramino: Kevin Hart-backed tequila positioned at the premium tier with a unique cristalino expression. Comparable as emerging celebrity-affiliated tequila with a differentiated production technique.
Broad incumbents
- Patrón Tequila: Category-leading premium tequila owned by Bacardi. Sets the benchmark for ultra-premium pricing, retail placement, and cocktail-program penetration that Lobos 1707 must compete against.
- Don Julio: Diageo's flagship ultra-premium tequila portfolio including 1942. Direct portfolio sibling post-Diageo Lobos JV and benchmark for ultra-premium tequila pricing and on-premise execution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Lobos 1707 social profiles
Digital presenceLobos 1707 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lobos 1707 leadership team
Management profileNumber of profiles
Profiles2 records
Lobos 1707 funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lobos 1707 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lobos 1707
What does Lobos 1707 do?
Lobos 1707 produces and sells an ultra-premium portfolio of tequila (Joven, Reposado, Añejo, Extra Añejo) and mezcal (Espadín Artesanal), all finished in Pedro Ximénez sherry wine barrels using a solera system. The brand also offers ready-to-drink cocktails and distributes its products through major U.S. retail chains and a direct-to-consumer online shop.
Is Lobos 1707 a public or private company?
Lobos 1707 is a private company. It is classified as corporate owned and is currently operating.
When was Lobos 1707 founded?
Lobos 1707 was founded in 2020. It employs 51 to 100 people.
Where is Lobos 1707 based?
Lobos 1707 is headquartered in New York, United States, in the North America region.
How does Lobos 1707 make money?
Three revenue lines are on record. Direct-to-Consumer Online Sales are the primary driver. The others are retail Distribution and bar/Restaurant On-Premise Sales.
Who are Lobos 1707's main competitors?
Direct peers on record are Casamigos, 818 Tequila, Teremana Tequila, Casa Del Sol, Clase Azul, DeLeón Tequila and Casa Dragones. Gran Coramino is listed as an emerging player. Broad incumbents are Patrón Tequila and Don Julio.
Does Lobos 1707 have an API?
No public API is recorded for Lobos 1707.
What industry is Lobos 1707 in?
Lobos 1707's product category is Premium Tequila & Mezcal Spirits. Its primary akta.pro industry code is CRAOAIAB, Alcohol Importers & Brand Owners (Wholesale), with a secondary code of CRANAAAJ, Premium, Rare & Collectible Alcohol Retail (Fine Wine/Spirits). Its NAICS code is 3121 and its SIC code is 5180.