Aspen, Colorado, was buzzing with holiday cheer as Lobos 1707 founder Diego Osorio hosted a festive gathering with a guest list that included LeBron James, Prince Harry, Adele, and Leonardo DiCaprio.
A-List Spirits and Hosting Secrets
The tequila and mezcal brand, favored by celebrities, shares tips for a memorable holiday season.
- Diego Osorio emphasizes creating a comfortable and inviting atmosphere for guests.
- Lobos 1707’s unique finishing process in Pedro Ximénez sherry wine casks adds depth and warmth to its tequila.
- The brand’s ethos centers on loyalty, community, and giving back, symbolized by its name—”wolves” in Spanish.
- Osorio suggests tailoring drinks to the mood, with options ranging from on-the-rocks to elegant cocktails like the Rosa Vieja.
- Presence and warmth are key to successful hosting, according to the Lobos 1707 founder.
Osorio shared his insights on hosting the perfect celebration ahead of competing in and sponsoring the 2025 Aspen Snow Polo and hosting an après-ski event at Kemo Sabe. He believes that creating the right mood is paramount. “Mood is everything. When people feel seen and comfortable, the night takes care of itself,” he explained. “Lighting, music, and the people you invite matter more than perfection. I like things that feel refined, but never stiff and thoughtful details without being forced.”
He suggests incorporating spontaneous moments, like a heartfelt toast or a song that elevates the energy, and offering specialty cocktails. When it comes to his own drink preferences, Osorio tailors his pour to the occasion. “I usually drink it on the rocks, but if I’m in a celebratory mood, I’ll go for a Rosa Vieja. It’s elegant but still playful, made with Lobos, sherry, rose syrup, champagne, and a touch of orange bitters.” For a moment of reflection, like New Year’s, he prefers their Extra Añejo served neat, perfect for a proper toast.
What sets Lobos 1707 apart and attracts a celebrity following? According to Osorio, it’s the intention behind the spirit. “The people who gravitate toward Lobos tend to appreciate things that are well made,” he revealed.
The brand distinguishes itself by respecting traditional tequila-making processes in Mexico, using exceptional agave, and then adding an unexpected twist: finishing the spirits in Pedro Ximénez sherry wine casks from Spain. “It adds depth, warmth, and a refined character you don’t usually find in tequila,” Osorio explained.
Beyond the quality of the drink, Osorio emphasizes the importance of being present as a host. “Keep glasses full, yes, but more importantly, keep the energy warm and never let anyone feel invisible,” he said. “If the host is relaxed, the room follows that lead. And never run out of ice.”
The holidays, Osorio notes, are also a time for giving back—a value deeply rooted in the Lobos name, which translates to “wolves” in Spanish. “Wolves survive through loyalty and community and protect their pack,” he said. “That symbolism has always been central to Lobos and to me personally. Supporting wolf sanctuaries felt natural, because giving back shouldn’t be an afterthought. Especially during the holidays, celebration means more when it includes responsibility.”
