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Why This Liquor Brand Brought Its VIPs Hiking With Wolves

In celebration of International Wolf Day, independent spirits producer Lobos 1707 Tequila & Mezcal hosted a truly memorable experience—while also raising funds for its namesake animal.

Lobos 1707 Tequila & Mezcal
Lobos 1707 hosted an intimate evening for media and VIPs at The Wolf Connection in Palmdale, Calif., on International Wolf Day.
Photo: Courtesy of Lobos 1707 Tequila & Mezcal

PALMDALE, CALIF.—The ideal event or brand activation allows guests to enjoy a unique experience while also learning something new and helping out a great cause.

And liquor brand Lobos 1707 Tequila & Mezcal recently made this combination a reality by inviting media, influencers and other VIPs to the wilderness retreat center and sanctuary Wolf Connection, located north of Los Angeles, for a unique, charitable activation. The gathering was held on Aug. 13 in honor of International Wolf Day—an appropriate choice for the brand, which is named after the Spanish word for “wolves.”

“Lobos 1707 is an independent spirits producer that marries heritage and innovation with premium liquids infused with history, culture and family legacy,” Erin Harris, chief marketing officer of Lobos 1707 Tequila & Mezcal, told BizBash. “Apart from the product, Lobos 1707 is a brand that stands for unity and inclusivity that is dedicated to giving back. Since the brand is named after the Spanish word for ‘wolves,’ the pack-oriented animal is at the core of the Lobos 1707 Tequila & Mezcal brand, symbolizing community and the shared strengths of both the group and individual.”

Lobos 1707 Tequila & MezcalA trained professional accompanied guests on the tour and hike with the wolves.Photo: Courtesy of Lobos 1707 Tequila & Mezcal

During the event, guests were invited on an intimate hike with some of the sanctuary's wolves—accompanied by a trained professional, of course—before enjoying a curated dinner and Lobos 1707 cocktails along with a bonfire and s’mores. Atlanta-based Geaux Experiential, Lobos 1707’s experiential agency of record, designed and produced the gathering. “Geaux Experiential’s planning and on-site role included everything from event design and decor, on-site management and staffing, guest and influencer journey throughout the experience, and guest transportation,” noted Harris.

Surely, the idea of mixing wild animals and spirits might raise some concern—but the Lobos 1707 team assured attendees that many safety measures were in place. “The safety of our guests, team members and partners was of the utmost importance when planning this event,” explained Harris. “Trained staff members were present during all interactions with one of the animals to ensure all proper protocols were followed.” She added that all food and cocktails were enjoyed away from the wolves, to further ensure safety. 

“It was a unique and special night that brought our guests close to the animals, earth and wilderness during an evening of awe and adventure,” continued Harris. “We are so appreciative of the sanctuary staff and partners who helped make this event such a success.” 

In addition to offering a unique, buzzy experience, Lobos 1707 also partnered with New York's Wolf Conservation Center to help raise donations to protect the life, safety and prosperity of wolves. As part of the event, the brand launched its first-ever line of merchandise and even created a signature package for new members to “adopt” a wolf with a $500 donation.

Lobos 1707 Tequila & MezcalAtlanta-based Geaux Experiential designed and produced the gathering, handling everything from event design and decor to on-site management and staffing, guest and influencer journey, and guest transportation.Photo: Courtesy of Lobos 1707 Tequila & Mezcal

Lobos 1707 Tequila & MezcalThe evening ended with Lobos 1707 cocktails, s’mores and a bonfire to celebrate and reflect on the day’s experience.Photo: Courtesy of Lobos 1707 Tequila & Mezcal

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