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Almave ‘gets on track’ for Dry January

Spirits distributor Mangrove Global has created a Dry January bar activation in London for Lewis Hamilton’s alcohol-free ‘spirit’ Almave.

Almave spirit
Almave’s on-trade initiative challenges bartenders to create their own alcohol-free cocktails

The non-alcoholic ‘spirit’ has partnered with more than 40 bars across London to serve a cocktail list as part of its ‘Get on Track with Almave’ initiative.

Cocktails can be created using the Pernod Ricard-backed brand’s expressions, Blanco and Ambar.

Inspired by Hamilton, participating venues will have a chance to compete in an industry event on-track at a race day in early February.

The initiative brings two representatives from behind each bar and puts them behind the wheel in what promises to be an ‘exhilarating’ industry event – fuelled by Almave cocktails.

Additionally, more than 100 bartenders are expected to participate in TeamSport Karting.

Nick Gillett, managing director at Mangrove Global, commented: “What better time to showcase the quality and experience of Almave than Dry January – and in true Mangrove style, we’re partnering with the brightest and boldest of London’s on-trade to do it.

Get on Track with Almave will not only serve delicious food to customers but also act as an educational piece for venues that haven’t yet experienced the ‘spirit’ itself. We know firsthand how creative behind-the-bar teams can be, and we can’t wait to see what they create.”

Almave is described as the first premium non-alcoholic Blue Agave ‘spirit’, made using ‘specially adapted and time-honoured’ Tequila-making traditions in Mexico’s Jalisco region.

Launched in October 2023, Almave was made in partnership with Iván Saldaña, co-founder of Mexican spirits maker Casa Lumbre.

Almave teamed up with Mangrove Global in March last year to launch in the UK in July.

In August last year, spirits giant Pernod Ricard acquired a minority stake in the brand.

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