Schwarzenegger plans 100,000 cases for Lobos Tequila


The tequila and mezcal brand Lobos 1707 aims to surpass 100,000 cases by next year, according to investor Arnold Schwarzenegger.

Arnold Schwarzenegger is an investor in tequila and mezcal brand Lobos 1707 (photo credit: Gage Skidmore, Wikimedia Commons)

the Terminator The actor and former Governor of California in the United States revealed the ambitious goal during a Zoom conference with media and distributors yesterday (August 2).

Launched in 2020, Lobos 1707 was founded by Diego Osorio, Creative Director, and Dia Simms, CEO, the latter having worked with brands such as Deleón Tequila and Cîroc Vodka.

During the call, Schwarzenegger said, “You can have the best product in the world, but if you don’t have the distribution, you have nothing. Think about it in the supplement business, you can have the best protein in the world, but if you can’t distribute it to the world, people can’t benefit from it.

He continued, “You need the distributors, you need to get the product out, that’s extremely, extremely important. “

Lobos 1707 is available in Mexico and the United States. The range includes extra añejo, reposado and joven tequilas and artesanal mezcal. “Lobos” is the Spanish word for “wolves”.

In November of last year, American basketball player Lebron James invested in Lobos 1707 with his business partner and friend Maverick Carter.

100,000 cases by next year

Schwarzenegger also said, “I always say in my success seminars, when we talk about how to be successful, one of the first things is you have to have a vision, you have to have a goal.

“When I was 15, I had a very clear vision of becoming the world champion in bodybuilding, and exactly that vision became, five years later, a reality when I stood there in London and won the Mr. Universe And then I had a very clear vision of getting into the cinema, and a very clear vision of becoming a governor.

“And now I have a very clear view of you guys selling 100,000 cases of tequila by next year.” This is the new vision guys, this is the new goal, we have to shoot for that. That’s what it’s about.

“Remember all those who say it’s impossible, I always say, never listen to the naysayers; they are the losers. No, we’re gonna make it happen together, you’re kidding me, we’re gonna make it happen.

A number of celebrities have moved into tequila in recent years. George Clooney’s Casamigos, which was acquired by Diageo in a deal worth up to $ 1 billion, first crossed the one million case mark in 2020.

Dwayne ‘The Rock’ Johnson also launched a brand of tequila, called Teremana. As of December of last year, the brand was on track to reach 300,000 cases in its first year.

Lobos 1707 range

The Lobos 1707 range


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