Build a Bigger Table: All for the Pack, a new digital campaign from Lobos 1707 Tequila and Mezcal, stars great athletes and Lobos 1707 investors LeBron James and Draymond Green.

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The campaign, which was created and directed by creator and Chief Creative Officer Diego Osorio, is based on real-life events in which Lobos 1707 draws people together, and it highlights how each person participating in the tequila’s creation is vital to the Pack. The bottle is being passed down from founders and investors to jimadors, distillers, mixologists, industry leaders, and partners who have all contributed to the brand’s success. The film weaves together each person’s involvement in the brand’s story and achievements thus far.

“‘All for the Pack’ is an elevation from where we started, and a celebration that we’re still here and growing,” said Diego Osorio, founder and Chief Creative Officer of Lobos 1707. “Every member of our Pack plays a critical role and brings something to our table.” 


“Lobos 1707 is all about bringing people together and building a community that everyone can be a part of,” said LeBron James, NBA star and investor in Lobos 1707. “It starts with an incredible tequila, but our Pack includes everyone who touches our brand and hopes to inspire change, create unity, and celebrate individuality.” 

The new bottle design for its Extra Anejo tequila is also included in the promotion. Extra Aejo’s new appearance, masterfully constructed for a completely distinct taste experience, symbolizes the creativity and talent that goes into crafting the tequila within each bottle. The Lobos 1707 wolf logo, which previously resided on the label but is now sculpted into the glass, is featured on the new bottle’s elongated, humanesque vessel.

The new Lobos 1707 Extra Aejo bottles will be available this spring on and in stores, while the video spot will premiere today on Lobos 1707’s social media sites. Ads will be used to promote the campaign, including a live billboard across from Rocket Mortgage FieldHouse in Cleveland and at Cleveland Hopkins International Airport for NBA All-Star Weekend 2022.