Hudson Rouge and Lobos 1707 Super Premium Tequila Announce Creative Partnership

Hudson Rouge, a luxury boutique agency within the VML network, has announced that they have partnered with Lobos 1707, a super-premium tequila brand, to lead strategy and creative work. The campaign will highlight the spirit of the Lobos brand and its unique approach to developing premium agave spirits.

Hudson Rouge will lead strategic and creative for integrated campaign work. The campaign will kick off a new brand positioning and brand identity, developed by fellow WPP agency Landor, and the new campaign will launch in Q4 this year. The brand repositioning will support Lobos 1707 growth ambitions in a crowded premium tequila market. 

Joanna Darst, VP, consumer and digital marketing at Lobos 1707 Tequila & Mezcal said, “Our strategic partnership with Hudson Rouge is the latest step in our journey to introduce the next generation of growth for Lobos 1707 Tequila. Their consummate expertise in brand building and creative strategy will be invaluable to our team as we continue to build the Lobos brand and establish differentiation amongst our competitors.” 

Michael Stefanski, global president, Hudson Rouge said, “With so many premium tequilas on the market, backed by high-net-worth individuals, Lobos 1707 inspired us with their unique history and reason for being - and superior product. We’re very excited about our shared commercial, cultural and creative ambitions.”

Lobos 1707 Tequila 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 Tequila in 2020 with backing from legendary athlete and cultural icon LeBron James. Lobos 1707 has won numerous notable awards such as Best in Class at the 2022 San Francisco World Spirits Competition, a double gold medal at the 2022 SIP Awards and more.