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Vol. II — No. 184Remarkable People · Exceptional CompaniesToday's Edition

mexican-spirits

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Company
Lobos 1707’s big bet comes at the finish
Consumer · Ecommerce

Lobos 1707’s big bet comes at the finish

A Spanish sherry barrel gives this Mexican spirits brand its calling card. LeBron James helped bring the audience; a 2025 deal with Diageo gave the business a much bigger route to market.

tequila · mezcalRead →
Company
They Started With $35,000 and 89 Recipes. Tequila Enemigo Turned Patience Into Shelf Space.
Consumer · Ecommerce

They Started With $35,000 and 89 Recipes. Tequila Enemigo Turned Patience Into Shelf Space.

A mocked business plan, four years of product work and a refusal to sell tequila as a dare built a small luxury brand with unusually sharp positioning. The useful lesson is not the bottle - it is how constraints became the marketing.

tequila · premium-tequilaRead →