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NBA

LeBron James beats Michael Jordan to prestigious tequila award

Lobos 1707, a tequila that LeBron has a stake in along with other NBA stars, was victorious at the San Francisco World Spirits Competition.

Update:
Lobos 1707, a tequila that LeBron has a stake in along with other NBA stars, was victorious at the San Francisco World Spirits Competition.
MICHAEL TRANAFP

Less than a year ago, LeBron James made headlines for a striking image in which he could be seen courtside during Game 5 of the NBA Finals, drinking tequila from a bottle that he ‘hid’ under his seat and swigged from periodically, as he followed the clash between his friend Chris Paul’s Phoenix Suns and the Milwaukee Bucks of Giannis Antetokounmpo.

It was a scene that served to underline that celebrities have made a strong commitment to the most well-known and representative drink in Mexico, making it not only their spirit of choice, but also a very lucrative business in which several personalities from the world of sports, cinema and music have recently invested.

James is by no means the first to succumb to the trend of investing in the tequila business. In his case, like other NBA stars such as Anthony Davis and Draymond Green, he has opted for Lobos 1707 tequila, a drink he promotes whenever he gets the chance.

And now he has reason to be proud as ‘his’ tequila has won the ‘Best Reposado Tequila’ award at the San Francisco World Spirits Competition, the largest and oldest spirits competition in the United States, which is also considered by many to be the most influential in the world. And he has done it by beating, among others, the Cincoro tequila of another basketball legend: Michael Jordan.

In addition, it so happens that all Lobos 1707 tequilas are aged in Pedro Ximénez barrels to obtain unique flavour profiles - so Jerez, Spain, has had a part to play in the brand’s success lies. Indeed, James was in the area last year visiting some wineries famous for their excellent wines.

A business that attracts celebrities

Kendall Jenner (818), Eva Longoria (Casa Del Sol), Dwayne Johnson (Tereman), George Clooney (Casamigos), Rita Ora (Prospero), Nick Jonas (Villa One), Carlos Santana (Noble House), ACDC (Thunderstruck) and Justin Timberlake (Sauza 901) are some of the celebrities who have opted for their own brand.

The tequila bubble may be close to bursting, given the number of brands that have now come together on the market, but there’s no doubt it has become one of the most fashionable spirits in recent times. A true phenomenon that has crossed the Atlantic and is also settling in Europe.

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