Southern Glazer's partners with Tequila brand Lobos 1707

American beverage alcohol distributor Southern Glazer's Wines & Spirits has announced a new partnership with premium spirits brand Lobos 1707.

Considered a leader in diverse brand ownership in the spirits market, Lobos 1707 offers a range of Tequilas and mezcal inspired by traditional distillation processes.

The company was launched in November 2020, taking its name from the Spanish word for 'wolf' - a symbol of unity and inclusivity. It is led by founder and chief creative officer Diego Osorio and CEO Dia Simms, with early backing from sports and cultural icon LeBron James.

As well as accelerating the national growth of Lobos 1707's spirits portfolio, Southern Glazer's hopes the new partnership will help to develop the cultural landscape of the drinks sector, by bringing a more diverse group of industry leaders together to create greater equality of opportunity.

Jennifer Chaplin Tolkin, vice president, supplier management at Southern Glazer's, said: "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.

"The Lobos 1707 team recognises 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 organisation but through the suppliers we represent.

"We look forward to working together not only to introduce the Lobos 1707 prtfolio 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."

Diego Osorio said: "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."

7 April 2021 - Bethany Whymark