LeBron James-Backed Lobos 1707 Launches Añejo—and It's a Slam Dunk

If it seems like every week we’re talking about some new tequila coming to market, that’s because there is and we are. The latest example comes courtesy of LeBron James-backed Lobos 1707, which just launched its highly anticipated Añejo.

Why all the anticipation? Well, ever since debuting two-and-a-half years ago, the ultra-premium brand has been waiting patiently on this particular liquid to plumb perfection from the depths of PX sherry casks. A relatively scant supply was laid down: only enough to fill 9,000 bottles.

Before any of it could even make it to liquor store shelves, the tequila makers sent the expression to this year’s prestigious San Francisco World Spirits Competition, where it promptly hauled in a gold medal in the agave category. And for good reason: It’s damn delicious, introducing marzipan in the nose and candied walnuts across the mid-palate, before donating a generous portion of creme brûlée in a sustained finish.

It’s worth noting that this pleasing glacé arrives without the use of additives or sweeteners. Instead, brand founder Diego Osorio leverages the use of those famed fortified wine barrels from Spain. It’s helpful his family has been in the sherry business for centuries. Indeed, it’s what inspired him to introduce some of its associated flavors into the realm of agave.

“We are still one of the only tequila brands that uses this method at this grand of a scale and not just for limited variants,” he tells Men’s Journal. “Our PX sherry finish results in a rounder tone on the nose and the finish, and an elevated elegance across our entire portfolio.”

The Limited Edition Añejo, for its part, has already scored big points with one LeBron James. So, its got that going for it, which is nice. It’s worth mentioning, of course, that the all-time leading scorer in NBA history also has skin in this game. James was an early investor in Lobos 1707, which now counts four tequilas and a mezcal in its portfolio.

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“It’s exciting to see how Lobos 1707 continues to build on our legacy of smooth and tasteful tequila for everyone to enjoy,” says the superstar athlete. “I’m proud to help welcome this limited-edition añejo tequila to our incredible lineup of tequila and mezcal, all with the shared mission to give everyone a seat at the table.”

To that last point, Lobos was founded with an eye on promoting diversity, equity, and inclusion within the category. To help further that pursuit Osorio and James brought in Dia Simms as CEO. The celebrated brand-builder had previously worked with Sean Combs on the launch of his Cîroc Vodka and DeLeón Tequila. From the start, the team has been keen on its commitment to charitable endeavors.

“We most recently worked with LeBron’s newest foundation, House Three Thirty,” says Osorio. “And we are proud to continue to partner with and donate to different charities such as the Lindsey Vonn Foundation, the Bowery Mission, and many more.”

It’s one thing to make a tequila that tastes good, but not everyone is crafting one that does good. It’s a meaningful way to stand apart from the pack. Lobos 1707 Limited Edition Añejo, meanwhile, will stand out on shelves with its slender glass, fading from cobalt at the top, down into gold at the bottom, and debossed from behind with the brand’s signature wolf logo.

The 80-proof liquid is set to retail at a suggested price of $100 per 700ml/bottle.