Lobos 1707 has released details of a US-wide push for its namesake tequila brand.
The campaign, under the title ‘Undomesticate’, is set to feature on streaming TV platforms, along with digital, social media, out-of-home and print aspects. The activity will also highlight a new look for Lobos 1707 that features an updated bottle and a “sophisticated insignia”.
The New York-based company’s tequila portfolio comprises joven, reposado, extra añejo and añejo expressions, which are joined by an espadin mezcal. One of the four-year-old start-up’s investors, basketball player LeBron James, fronted an ad for the reposado earlier this year.
Speaking to Global Drinks Intel in June, founder Diego Osorio put Lobos’ annual volumes at “about 50,000 nine-litre cases” in 2023. “We’re aligned nationally with [distributor] Southern Glazer’s Wine & Spirits in the US,” Osorio said. “We’re also in Canada and have just launched in the UK.”
