Lobos 1707 Enlists R&CPMK to Lead Communications Strategy Efforts for Tequila and Mezcal Products Inspiring Everyone To “Build a Bigger Table”

LOS ANGELES and NEW YORK – February 5, 2021 – R&CPMK, the preeminent integrated marketing and communications agency in global entertainment, today announced that it has been selected by Lobos 1707 to lead communications strategy efforts for the new spirit brand’s tequila and mezcal products. 

Led by Founder and Chief Creative Officer Diego Osorio, and CEO Dia Simms, Lobos 1707 delivers an innovative new take on the popular spirit category.

R&CPMK will drive all communications work for Lobos 1707, and help launch the burgeoning brand’s marques in the U.S. and Mexico. Focused on amplifying Lobos 1707’s unique story – and core values of love, legacy, and authenticity – R&CPMK will work alongside Osorio and Simms to share the incredible heritage of the Osorio family, as well as introduce customers to the brand’s tenets of bringing people together and cultivating unity. Lobos 1707’s vision is to reach their customer community through their values, as well as products. At Lobos 1707, the belief is if there’s not enough room at the table, you build a bigger table.

“As storytellers and influencers of culture, we look forward to celebrating Lobos’ incredible quality and unique brand ethos,” said Cindi Berger, Chairman, R&CPMK. “We are thrilled to work with Dia and Diego, and eager to harness R&CPMK’s full creative and strategic expertise to help grow Lobos 1707 into a truly global, innovative, and iconic brand.”

“We are thrilled to partner with a women-led organization like R&CPMK that embraces ‘Build a Bigger Table’ in the way they run their business,” said Simms. “I’ve personally worked with Cindi Berger for years, and the agency is a recognized industry leader, making them the perfect partners for this project.”

“Following our vision to only work with people who feel like friends and family, choosing R&CPMK to lead our PR efforts was a no-brainer,” said Osorio. “From industry leader Cindi Berger to Ariel Moses and the team, they not only have a deep understanding of the brand and my vision; but also, they embody our ethos and morals. R&CPMK is incredibly committed and loyal to the authenticity of our message, and are intent on changing every industry standard with us. They have become crucial members of the Lobos 1707 pack, and we would not be where we are today without them.”

Lobos 1707 recently introduced a robust product line – including three tequilas and one mezcal – in select markets across the U.S. and Mexico, with plans to launch nationwide and across more cities in Mexico in early 2021. The brand’s four new premium products include Lobos 1707 Tequila, Joven; Lobos 1707 Tequila, Reposado; Lobos 1707 Tequila, Extra Añejo; and Lobos 1707 Mezcal Artesanal. Each select spirit offers its own unique production process, flavor profile, and complexity to connect with the brand’s community.

Lobos 1707 Tequila and Mezcal are currently available at select retailers and restaurants throughout New York, Florida, and California.

To learn more about Lobos 1707 or to order its tequila or mezcal products online, visit: https://www.reservebar.com/collections/lobos-1707.


Lobos 1707 is an independent spirits producer that blends heritage and innovation. Inspired by his ancestor of the same name, Founder and Chief Creative Officer Diego Osorio launched Lobos 1707 in 2020 with CEO and brand-builder Dia Simms and legendary athlete and cultural icon LeBron James. The portfolio includes Lobos 1707 Tequila, Joven, Lobos 1707 Tequila, Reposado, Lobos 1707 Tequila, Extra Añejo and Lobos 1707 Mezcal Artesanal, all premium products infused with history, culture and family legacy. Harvested, distilled and bottled in the Los Altos de Jalisco region of Mexico, Lobos 1707 Tequila and Mezcal feature unique and elevated flavor profiles influenced by both old and new world techniques. Lobos 1707 Tequila and Mezcal are cultivated from 100% blue weber agave and then finished in Pedro Ximenez (PX) wine barrels, using the Solera method before bottling. Product design includes the Osorio Family Coat of Arms and the Agave Wind Rose Compass to represent the union of Spanish and Mexican cultures. A portion of proceeds will be donated to wolf sanctuaries in Mexico and the United States. Everyone has a seat at the table to stir, sip, savor and sin with Lobos 1707.


R&CPMK is the preeminent integrated marketing and communications agency in global entertainment. The agency represents more than 400 of the most prominent and influential musicians, actors, producers, directors, content creators and athletes in the world, and creates distinctive integrated marketing campaigns for some of the largest brands and Fortune 500 companies across the globe.

We are a creative communications agency with insider access allowing us to influence trends and spark meaningful conversations. We leverage culture to create defining moments and experiences that stand the test of time. Our unique position, and the insight to know what to do with it, allows us to deliver the best of brand marketing with the best of entertainment strategies.

— R&CPMK —