DIA Articles

Dia Simms serves as the CEO of Lobos 1707 Tequila & Mezcal, a new independent spirits brand that launched nationally in November 2020. Dia brings an impressive track record of building successful brands, combined with her entrepreneurial spirit and deep expertise in the spirits industry to Lobos 1707.

Simms began her career working for the Department of Defense. Seeking a more entrepreneurial path, she moved to marketing, where she cofounded Madison Marketing, a company that focused around both on-premise and off-premise spirits promotions in the Maryland/DC corridor. After moving back to New York where she was raised, Dia excelled in sales and advertising.

Simms spent almost fifteen years working alongside Sean "Diddy" Combs at Combs Enterprises, starting in 2005 as his executive assistant. She grew within the company while building multiple brands and businesses under the Combs Enterprises umbrella. In 2017, Dia was named President of Combs Enterprises, making her the first president in the company's thirty-year history. The company had been founder-led by Sean "Diddy" Combs until that point. In her role as President, she oversaw multi-billion-dollar brands under the Combs empire, including CÎROC Ultra-Premium Vodka, Blue Flame Agency, AQUAhydrate, Bad Boy Entertainment, Sean John and Revolt TV. Of note, Dia led the transformation of CÎROC Ultra-Premium Vodka taking the previously unprofitable brand to a $2 billion retail value.

D'Angela "Dia" Simms doesn't believe in leaning in. She thinks the concept of trying to sit at the decision-making table and seizing the opportunity once it arises historically hasn't worked for women and racial minorities. She believes in building her own table — a bigger one.

In summer 2020, the Morgan State University graduate and current Howard County resident joined Lobos 1707, a tequila and mezcal company, as its CEO. The new position came after she spent close to 15 years working with mogul Sean Combs, better known as Diddy — most recently as his company's president overseeing such brands as CÎROC Ultra-Premium Vodka, Bad Boy Entertainment, and Revolt TV.

In her new role, she knew she wanted to tackle the dearth of women and Black representation in the spirits industry.

"Our message is that if there isn't enough room at the table, we build a bigger table," she said. "There has been this incorrect belief that diversity is either-or."

The New York City-based company has a workforce of 30 that is 60% women. And half of its C-suite positions are women, according to Simms. In the wine and spirits industry, 4% of C-suite positions are held by women, according to 2019 data by McKinsey & Co.

The company's Lower East Side fourth-floor walk-up offices also have a unique approach in that the creative studio space hosts film screenings and performances for free.

The brains behind some of the most recognizable brands in the world spill the tea on how to build, scale, and operate a million-dollar company.

Speakers: • Brant Bonin Bough, Co-founder & CSO, Group Black Lisa Joseph Metelus, Sports Marketing Agent, Creative Artists Agency Dia Simms, CEO, Lobos 1707 Tequila

Speaking at a recent digital conference hosted by the Women of the Vine and Spirits (WOTVS), Dia Simms, the former president of P Diddy's company, Combs Enterprises, and co-founder of Pronghorn, a ten-year economic impact initiative to drive diversity, inclusion and equality in the spirits industry in partnership with Diageo last year, argued that boosting diversity was not "charity".

"It's not charity, don't do it for your heart, do it for your wallet!" she argued. "If you are ignoring how much more profit you can make from diverse candidates and real women's leadership, that is actually doing a disservice to your share-holders."

Simms, who is also chief executive officer of Lebron James's independent tequila and mezcal brand, Lobos 1707, said there needed to be a cultural change within companies and this would help boost the bottom line.

The webinar highlighted a 2018 Mckinsey study that said companies with the most ethnical and diverse boards are 43% more likely to see higher profits, while those with exec teams in the top quartile for gender diversity are 21% more likely to outperform the competition.

According to research, Black people account for 12% of alcohol sales but only 7.8% of the workforce and 2% of executives. While Black Americans drink spirits at the same rate as white Americans, they are treated unequally in the beverage industry. However, the spirits industry is undergoing a historic shift right now, with Pronghorn at the helm.

Dia Simms, Erin Harris, and Dan Sanborn founded the stand-alone company to advance diversity, equity, and inclusion in the alcohol industry while also generating wealth and driving acquisitions. Pronghorn will act as a hybrid incubator and accelerator, making capital investments while also providing supercharging capabilities that allow brands to tap into industry-leading expertise and resources.

Pronghorn, like the animal after which it is named — the second fastest animal on the planet, known for its ability to run long distances — is dedicated to completing the task at hand.

"A band is a term used to describe a group of pronghorn. Our business serves as a constant reminder that by working together, we can accomplish more. Our program is designed to have a positive impact on the ecosystem as a whole," adds Simms.

Dia speaks with Moira Forbes on how to make the most of your day. 

Dia speaks with Moira Forbes on how to make strategic career choices.