Eat, drink, and be merry! Lobos 1707 founder Diego Osorio rang in the holiday season in Aspen, Colorado with his tequila and mezcal brand loved by LeBron James, Prince Harry, Adele, Leonardo DiCaprio, Daniel Kaluuya, Drake, Issa Rae, Victoria Justice, Arnold Schwarzenegger, and more.
And to ramp up the festive cheer, the chief creative officer told ET his tips for hosting the perfect celebration, plus how to avoid common party fouls, ahead of competing in and sponsoring the 2025 Aspen Snow Polo and throwing an après-ski event at Kemo Sabe.
“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.”
Think: a spontaneous toast, a song that shifts the energy in the room, or specialty cocktails.
When it comes to his go-to drinks, Osorio says the vibe sets the pour. “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.”
“New Year’s always feels like a pause and a reset. For that moment, I love our Extra Añejo served neat. It’s made for reflection and a proper toast.”
So why are celebs filling their glasses with Lobos? According to Osorio, it all comes down to the intention behind the spirit.
“The people who gravitate toward Lobos tend to appreciate things that are well made,” he revealed.
“We start by respecting the fundamentals of tequila making in Mexico with exceptional agave, traditional processes before doing something unexpected by finishing our spirits in Pedro Ximénez sherry wine casks from Spain. It adds depth, warmth, and a refined character you don’t usually find in tequila.”
Beyond serving something special for guests to sip on, the entrepreneur believes the secret to throwing a great get together is simple: presence.
“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.”
He also notes that the holidays are a time to pay it forward, something deeply tied to the Lobos name, which means wolves in Spanish.
“Wolves survive through loyalty and community and protect their pack,” Osorio 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.”
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