Dia Simms has been a dynamic leader in the business world for 25 years. She has a reputation as an innovator and a developer. When she was president of Combs Enterprises, her work ethic and expertise helped to make Ciroc vodka one of the most well-known brands in the spirits industry.
Simms is currently the CEO of Lobos 1707 Tequila & Mezcal. She is passionate about her newest endeavor and spoke with rolling out about her career, working with Sean “Diddy” Combs and Lobos 1707 Tequila & Mezcal.
Simms has partnered with Lobos 1707 founder Diego Osorio and early investor LeBron James to increase the presence of the newly launched independent spirits brand in the U.S.
“The more time I spent with the founder and we thought about launching, he was so committed to what we are building. What kind of office will we have? What kind of human beings are we going to hire? That to me is the dream and the way you build your organization,” Simms explained regarding her decision to join Lobos 1707. “The name Lobos means wolves. The wolf pack takes care of each other, they are often led by the alpha female with the strongest in the back and if a wolf gets hurt they all stop and take care of each other. They live understanding that the strength of each other lies in one another. One can’t be strong without the group. This entire brand proposition has been built in that.”
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