LOBOS 1707 TEQUILA REVEALS NEW BRAND IDENTITY IN EXCITING CAMPAIGN

Lobos 1707 Tequila & Mezcal Invites Consumers to Unleash Their Inner Wolf with New "UnDOMESTICATE" Campaign

Lobos 1707 Tequila & Mezcal, the ultra-premium agave spirit brand, has unveiled its bold new marketing campaign and brand identity titled "UnDOMESTICATE." Inspired by the strength and spirit of the wolf, this campaign is a call to embrace one's fearless, instinctual nature and break free from the confines of modern life.

Developed in collaboration with creative agency Hudson Rouge, the UnDOMESTICATE campaign launches with a 30-second commercial, three 15-second cutdowns, and an extended teaser. The visuals introduce viewers to the Center for Human Un-Domestication, a retreat designed to help individuals reconnect with their primal spirit. At this transformative resort, a resident Wolf companion and the mysterious Wolf Whisperer guide participants on a journey toward an unapologetically liberated life. The retreat's essential ingredients for un-domestication include fresh limes, sea salt, chili, ice, and, of course, Lobos 1707 Tequila.

Joanna Darst, VP of Consumer & Digital Marketing at Lobos 1707 Tequila & Mezcal, said, "The UnDOMESTICATE campaign is about rediscovering our most authentic selves and breaking free from the constraints of everyday life. We believe everyone has a wild, free spirit waiting to be unleashed, and Lobos 1707 Tequila invites people to ‘UnDOMESTICATE’ and embrace that joyful, fearless instinct."

Along with the campaign, Lobos 1707 also introduces a refreshed brand identity, designed with Landor, featuring a sleek new logo, elegant bottle design, and bold color palette. This updated aesthetic mirrors the brand's commitment to quality and luxury, aligning with the refined taste of Lobos 1707 Tequila.

LeBron James, investor in Lobos 1707, expressed his excitement: "I've believed in Lobos 1707 since the beginning, and I’m thrilled to see where this next phase takes the brand."

Crafted from 100% Blue Weber Agave and finished in sherry wine casks, Lobos 1707 Tequila contains no additives, coloring, or dyes. With roots in both traditional and modern techniques, Lobos 1707 is distilled and bottled in Jalisco, Mexico. The campaign will be featured across streaming TV, digital platforms, social media, print, OOH, and experiential activations nationwide. The "UnDOMESTICATE" campaign marks a new chapter in Lobos 1707's journey, reflecting its mission to create exceptional spirits while inspiring consumers to live freely.

For more information, visit www.lobos1707.com and follow on Instagram @lobos1707.

About Lobos 1707 Tequila and Mezcal

Lobos 1707 Tequila, founded by Diego Osorio and supported by LeBron James, combines heritage with innovation. Since its launch in 2020, the brand has challenged tequila traditions and inspired individuals to follow their own unique paths. The Lobos 1707 portfolio features five ultra-premium expressions: Joven, Reposado, Extra Añejo, Añejo, and Mezcal Artisanal. Each is crafted with natural, gluten-free ingredients and aged in American oak barrels, finished in Pedro Ximénez sherry casks.

Lobos 1707 has received numerous prestigious awards, including a Master recognition and gold medals at the 2022 Tequila and Mezcal Masters, a double gold medal at the 2022 San Francisco World Spirits Competition, and a gold at the 2024 New York World Wine & Spirits Competition.