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LeBron James is in the tequila business 

LeBron James has moved on from tacos to tequila.

The four-time NBA champion recently invested in a new tequila and mezcal brand called Lobos 1707, which launched Wednesday. James made the announcement to his 48 million-plus Twitter followers, and also appears in a promotional video.

The new spirits brand is co-led in investments by Mezorio Spirits, Torch Capital and Main Street Advisors, a group that includes James, his friend and business partner Maverick Carter and other NBA players.

The 35-year-old James told the Wall Street Journal Magazine that he got into tequila after vacationing in Italy.

“I knew the first time I tasted Lobos 1707 Tequila that it was special,” he said. “When I learned more about the brand story and leadership team, I just wanted to be a part of it.”

According to the official Lobos 1707 website, bottle prices range from $49 to $159.

Known as an avid wine drinker, James has also had a hand in shaping trends in the wine industry and has influenced his fellow NBA players into liking wine. James was introduced to the Lobos 1707 founder, Diego Osorio, by Paul Wachter – a mutual friend who serves as James’ financial adviser.

James is also a principal investor in Blaze Pizza, a fast-growing national pizza chain, More than a Vote, one of the architects of the anti-voter suppression organization, as well as a the founder of a public school that primarily provides for undeserved kids.

“Being able to have a great story behind it, great storytelling, and a meaning behind it—that’s what really gravitated me towards it,” James said of his new investment. “Frankly, there’s a lot of great tequilas out there — but not many stories.”



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