# Basketball Star-Backed Tequilas LeBron Backed Tequila Label, Lobos 1707 Launches In Canada By Grace Mahas | Published 2022-05-26 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/lobos-1707 References: [lobos1707](https://www.lobos1707.com/)  [Lobos 1707](https://www.trendhunter.com/trends/lobos-1707-toronto-caribbean-carnival) Tequila has officially launched its Reposado tequila for $84.95 in the Canadian Market. The tequila is now available at over 650 LCBO locations across Ontario. Diego Osorio founded the premium tequila and mezcal brand in 2020, with Dia Simms and legendary athlete and cultural icon [LeBron](https://www.trendhunter.com/trends/lebron-james-limited-edition-ps5-controller) James as partners. The motto of Lobos 1707 is "Build a Bigger Table," which speaks to representation, community strength, and recognizing every individual has something to contribute. A unique and elevated flavor profile is achieved by finishing Lobos 1707 spirit products in [Pedro Ximénez](https://www.trendhunter.com/trends/lobos-1707-1) (PX) wine barrels, blending heritage and innovation from old world and new world techniques. Each tequila is distilled and bottled in Jalisco from 100% blue weber agave. ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 22% | Activity: 31% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Premium Tequila:** Offering premium tequila and mezcal with an elevated flavor profile using new and old world techniques provides opportunities for disruptive innovation in the distilled spirits industry. - **Celebrity-endorsed Spirits:** Partnering with cultural icons like LeBron James provides an opportunity for disruptive innovation in the marketing and branding of distilled spirits. - **Community-driven Messaging:** Using a motto like 'Build a Bigger Table' and focusing on representation and community strength provides an opportunity for disruptive innovation in the messaging and social impact of distilled spirits brands. ### Sectors Adopting This - **Distilled Spirits:** The new and old world techniques used by Lobos 1707 Tequila provides opportunities for disruptive innovation in the distilled spirits industry. - **Marketing and Branding:** Partnering with cultural icons like LeBron James provides an opportunity for disruptive innovation in the marketing and branding of distilled spirits. - **Social Impact:** Focusing on representation and community strength provides an opportunity for disruptive innovation in the messaging and social impact of distilled spirits brands. ## Related on Trend Hunter - [Tequila Caribbean Partnerships](https://www.trendhunter.com/trends/lobos-1707-toronto-caribbean-carnival.md) - [Compact Tequila Bottles](https://www.trendhunter.com/trends/lobos-1707-1.md) - [Basketball Sneaker-Inspired Decanters](https://www.trendhunter.com/trends/mr-flower-fantastic.md) - [Bold-Colored Tequila Campaigns](https://www.trendhunter.com/trends/undomesticate-campaign.md) - [Collaborative Tequila Bottles](https://www.trendhunter.com/trends/1800-tequila-partners.md) - [Celeb-Backed Premium Tequilas](https://www.trendhunter.com/trends/teremana-aejo.md) - [Co-Branded Tequila Variants](https://www.trendhunter.com/trends/nmsu.md) - [Charity Holiday Tequila](https://www.trendhunter.com/trends/1800-tequila-and-carmelo-anthony.md) - [Exclusive Basketball Star Wines](https://www.trendhunter.com/trends/jharden-wine.md)