In late 2020, Chief Creative Officer Diego Osorio and Chief Executive Officer Dia Simms launched Lobos 1707 Tequila and Mezcal with partners LeBron James, Anthony Davis, Draymond Green, and Klutch Sports Group CEO and Founder Rich Paul. This past month, the brand launched its newest digital commercial called “Build a Bigger Table: All for the Pack.”
Directed by Osorio, the commercial is an extension of Lobos 1707’s Build a Bigger Table movement, which emphasizes inclusivity and aims to drive home representation and the strength of community.
We sat down with Diego Osorio to learn more about his roots in tequila and mezcal, find out what it’s like working with Lebron and Draymond, and discover what makes Lobos 1707 unique.
Spirited Zine: You are one of the founders of Lobos 1707 Tequila and Mezcal. Can you tell us a little bit about your first memory of tequila or mezcal and how that moment led to you founding your own brand?
My family has been in the spirits business for a long time so it felt like a natural connection for me to explore another avenue of storytelling through this industry, especially as an actor and creative. The inspiration behind Lobos 1707 was a blend of two experiences to create something entirely new. Tequila has always been the spirit I reached for, so I began to do some research on my family’s heritage and found the story I wanted to tell: that my great-great-grandfather—who I share a name with—was aging tequila in Spanish wine barrels as he transported it to Spain. I knew that was a story that should be told, and could be told, and it makes sense in today’s marketplace.
SZ: LeBron James and Draymond Green are part of the Lobos 1707 pack, what made them attractive business partners?
Diego Osorio: Aside from LeBron and Draymond being great friends, they understand the value of a really great product and liquid and how to build a savvy business that stands for something. Lobos 1707 is about celebrating the strength of the pack and bringing people together. It’s about shared passion and values, and celebrating our extended family – and these two have been with us on this journey since day one.
SZ: What is the concept behind the new campaign “Build a Bigger Table: All for the Pack” and how did you go about turning that idea into a set of visuals?
DO: This new campaign film was inspired by a series of all real events. Build a Bigger Table was inspired by LeBron bringing the Lobos 1707 bottle courtside of Game 5 of the NBA Finals, which is shown at the beginning of the campaign. I was watching Game 5 with Maverick Carter when it happened, which inspired the next scene in the sequence. And the table at the end is inspired by what we do – we gather around the table to celebrate life and make room for anyone who shares our same values and wants a seat. And if there’s not enough room, we’ll build a bigger table.
SZ: Can you dig a bit deeper into this idea of the “pack” and tell us how it fits into the Lobos 1707 brand?
DO: Lobos means wolf in Spanish and if you know anything about wolves or wolf culture, they stick together, and they protect each other. If one falls, they all fall. If one is victorious, they all are. We’ve built our entire brand on that mentality. The heartbeat and mission behind Lobos 1707 is to foster inclusivity and creativity. From our investors to the jimadors that source our liquid, we’re all a part of the pack. Our brand and liquid brings people together and our table is only getting bigger.
SZ: I’ve noticed a continued theme throughout Lobos 1707’s various campaigns and it’s this shot of a large dinner table with everyone seated or standing around it. What does the concept of the dinner table relay about the brand’s ethos?
DO: In today’s society, we tend to cap on the number of people, seats, whatever it may be that are available. At Lobos 1707, we’ve completely thrown out this idea, as there’s always a spot and room for new members of our pack. The centerpiece of our headquarters, “The Den,” is a massive table I built myself during the pandemic. It’s the backbone of our office and brand – we’re a community and there’s a seat for everyone at our table. Our table and pack are continuously growing, and all are welcome to join.
SZ: The campaign showcases the new Extra Añejo tequila bottle. Can you tell us a bit about the bottling, where the agave comes from, and how it’s aged?
DO: All of our tequila is made of blue weber agave, sourced from Jalisco Mexico. The Extra Añejo in particular is aged 3-4 years and then finished in the Pedro Ximenez sherry barrels using the Solera Method. At this point, Lobos 1707 is the only tequila brand finishing its liquid using the Solera Method. It’s more commonly used for rums, bourbons and aged spirits. The Solera Method finishes the tequila so beautifully and adds another dimension to our flavor.
As for the design of the Extra Añejo bottle, the shape is humanesque and elongated to perfectly fit in your hand and enjoy with friends. It differs from the previous bottle design in the fact that the agave compass (previously on the back of the bottle) and the crest (previously on the front of the bottle) is now on the necktie. My favorite design element is that our beautiful wolf logo has been molded into the glass of the bottle, giving it a super elevated look and feel.
SZ: What do you look for when purchasing a bottle of tequila?
DO: When I’m shopping for tequila there are a few things that jump out at me. First as a creative, I’m drawn to bottle design. For instance, the new Lobos 1707 Extra Añejo fits perfectly in the palm of your hand – easy for sharing and enjoying with others. Second is quality and taste at a price point that doesn’t feel exclusive. Our Lobos 1707 Joven is a level above the quality and standard of typical blanco tequilas but remains at that entry-level attainable price point.
SZ: Can you tell us a bit about your role as Chief Creative Officer and how you went about building the Lobos 1707 brand?
DO: My role as Chief Creative Officer touches every aspect of the business to ensure that the inspiration and heartbeat behind our brand comes across in all places that Lobos 1707 shows up – from creative concepts to marketing materials, branding and more. I work closely with my team – which is made up largely of trailblazing women – to make sure that the creative eye and design are consistent with our messaging and brand identity.
SZ: Mezcal or tequila if you had to choose?
DO: This is tricky for me, as I love both. Today, I’ll say tequila but tomorrow it could be mezcal!
SZ: What is your favorite way to enjoy Lobos 1707? Neat, straight, rocks, in a cocktail?
DO: Whether straight, on the rocks or mixed into a cocktail, my favorite way to enjoy Lobos 1707 is surrounded by my friends.