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Pernod Ricard invests in zero-ABV Almave
French firm Pernod Ricard has acquired a minority stake in Lewis Hamilton’s alcohol-free agave ‘spirit’ brand, Almave.
Almave was co-founded by the seven-time Formula One world champion and Mexico-based spirits producer Casa Lumbre in October last year.
Initially launched in the US, the brand’s two expressions, Ámbar and Blanco, are now both available in the UK.
Pernod Ricard’s chairman and CEO, Alexandre Ricard, said: “With Almave, Lewis Hamilton and Casa Lumbre have designed something that is truly exceptional in terms of quality, taste, and positioning.
“Agave is a highly sought-after category across the world. Having a non-alc proposition in our premium portfolio that pays full tribute to the craft and savoir-faire of its traditional distillation makes it a true gem. I’m very excited to see Pernod Ricard support the development and fulfil the true potential of Almave.”
Pernod Ricard’s agave spirits portfolio includes brands such as Código 1530 Tequila, mezcals Ojo de Tigre and Del Maguey, Avión Tequila and Altos.
The company will use its global reach and brand-building experience to scale Almave, described as a ‘first-of-its-kind product’, to several markets around the world.
Hamilton said: “It’s exciting that Pernod Ricard has, today, become an official stakeholder in Almave; allowing us to unleash the potential of the next stage of our journey, and help take Almave to even more people around the world.”
Almave is distilled from Blue agave in Jalisco, Mexico, and forgoes the fermentation process to ensure the ‘spirit’ is alcohol-free.
The idea was thought up by Hamilton, who met with Iván Saldaña Oyarzábal, co-founder and master distiller of Casa Lumbre, to create and develop the product.
Earlier this year, SB caught up with Saldaña, who spoke about how the process came to fruition.
On attracting Pernod Ricard to the project, he added: “Casa Lumbre is proud to continue its record of partnering with individuals and companies who can support our vision of representing Mexico’s national spirit and plant in an authentic way beyond proof.
“Being able to achieve that type of faithful education to people in all corners of the world is a dream. Thanks to Pernod Ricard, it will soon become the global reference of this very innovative category.”
Terms of the agreement have not been disclosed.
The announcement marks the fourth time Pernod Ricard has partnered with Casa Lumbre. The French firm has invested in Ojo de Tigre, Mexican whisky Abasolo, and Nocheluna Sotol, a Mexican spirit Saldaña developed with rock star Lenny Kravitz.
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