LeBron James launches Tequila into Selfridges

LeBron James and business partner Diego Osorio have announced the launch of Lobos 1707 Tequila & Mezcal into Europe, beginning with Selfridges in the UK.

The agave spirits brand, founded by chief creative officer Diego Osorio with basketball icon LeBron James, made its first international debut in Dubai earlier this year.

Lobos 1707 Tequila & Mezcal is launching exclusively with Selfridges this week across its four stores in London, Birmingham, Manchester Exchange Square and Manchester Trafford and at selfridges.com. The Lobos 1707 Reposado Tequila, Lobos 1707 Joven Tequila and the premium Lobos 1707 Extra Añejo expressions will be available for purchase in-store or online, prices range from £64.99 to £180.

“It’s exciting to see our Pack continue to grow as we expand our footprint around the world,” said LeBron James, Investor and Partner of Lobos 1707 Tequila & Mezcal. “We can’t wait for people in the UK and all over to taste our best-in-class liquid.”

Lobos 1707 is made with 100% Blue Weber Agave and is harvested, distilled and bottled in Jalisco, Mexico. The liquid is aged in American White Oak Barrels, then finished in Pedro Ximénez (PX) Sherry wine barrels using the Solera method resulting in unique, elevated flavor profiles and a smooth finish in every bottle.

Osorio launched the brand in 2020 with backing from the famous athlete.

The basketball star invested in the company alongside his business partner and friend Maverick Carter in order to take a chance to build a “strong consumer brand with diverse leadership”, according to a statement released at the time.

James and Carter are both part of Main Street Advisors’ (MSA) investment group, which co-led the investment in Lobos 1707, alongside Mezorio Spirits.