Southern Glazer’s and Lobos 1707 Join Forces

Southern Glazer’s has signed a national alignment agreement with Lobos 1707, an independent premium spirits brand with diverse brand ownership.

Lobos 1707 offers four products including Extra Añejo, Reposado and Joven tequilas, as well as a Mezcal Artesanal. Launched in November 2020, Lobos 1707 is named after the Spanish word for “wolf,” representing unity, inclusivity and community, the company says. 

Lobos 1707 is led by Founder and Chief Creative Officer Diego Osorio, and Chief Executive Officer Dia Simms, with early backing by sports and cultural icon, LeBron James.

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“In addition to having a great liquid, the Lobos 1707 vision to ‘build a bigger table’ aligns with our values around promoting and celebrating diversity,” says Jennifer Chaplin Tolkin, Vice President, Supplier Management, Southern Glazer’s Wine & Spirits. “The Lobos 1707 team recognizes our Multicultural Center of Excellence as a commercial point of differentiation, and how we are focused on enhancing diversity and inclusion, not just within our organization but through the suppliers we represent. We look forward to working together not only to introduce the Lobos 1707 portfolio of premium tequila and mezcal products to more consumers; but also, to find new and innovative ways to uplift the diverse communities where we do business.”

Each marque in the Lobos 1707 portfolio reflects the traditional Mexican distillation and aging process, the company says, and is finished in Pedro Ximénez (PX) wine barrels from Spain.

“The Southern Glazer’s alignment is so important to us because of their commitment to diversity and inclusion,” says Osorio. “Lobos 1707 is about unity, and we want to stand for those who don’t have the resources to share their voice. We hope to inspire change, create unity, celebrate individuality and embrace the importance of the pack. Southern Glazer’s has strong family values and a commitment to match our own, and we are looking forward to working with them to make the spirits industry more inclusive. Everyone has a seat at our table, and if not, we will build a bigger table together.”

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“For Lobos 1707, the commitment to building a bigger table where all are welcome applies to everything we do — from the leadership of our company to who we do business with and every phase in between,” says James. “We want to work with people and companies that share those same values and make diversity and inclusion a priority, particularly in this industry.”

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