Lewis Hamilton expands into non-alc ‘mezcal’
Pernod Ricard-backed Almave, the first non-alcoholic agave ‘spirit’ co-founded by Formula One champion Lewis Hamilton, has expanded its line-up with a non-alcoholic mezcal alternative.
Almave Humo is a non-alcoholic alternative to mezcal, which has been made with espadín agave harvested from the foot of the Popocatépetl volcano in Puebla, Mexico.
Entering an entirely new category, Almave Humo is said to not only fill a ‘significant whitespace’ in the market, but also redefine the non-alcoholic landscape through the adaptation of the time-honoured method of mezcal production – a process that includes pit-roasting the agave piñas in a traditional oven with fire and volcanic stones, and utilising water from the distillery’s well, enriched with complex flavours from the surrounding volcanic soil.
Iván Saldaña, Almave master distiller and a co-founder of Casa Lumbre Spirits, said: “We’ve found that many agave spirit drinkers begin with Tequila, then learn about mezcals as they gain a curiosity and appreciation that inspires them to venture further into the world of agave spirits.
“Almave Humo offers distinct, smoky notes for those seeking complex cocktails while embracing a lifestyle beyond proof. Our contributions to the non-alcoholic category have proven that we are pioneering a new drinking culture that meets the needs of today’s evolved consumer. It’s been such a rewarding and eye-opening experience expanding Almave’s portfolio, and I’m looking forward to building upon our innovation for what’s to come next.”
Hamilton added: “Ivan and I have been talking about exploring further into the discovery of mezcal since launching Almave, so I’m super excited that we’re now bringing Almave Humo to the table.
“I’ve learned so much from Ivan’s dedication to agave, and I’m proud of what we’ve achieved with this latest innovation. I think Almave drinkers will really enjoy the unique, smoky taste of Almave Humo, and I’m excited to see how they incorporate it into their gatherings, celebrations, and beyond.”
Almave Humo is bottled in the same premium packaging as the company’s core agave spirits – Almave Ámbar and Almave Blanco – with the addition of a ‘velvety’ matte finish as a nod to the liquid’s smokiness.
It is available for purchase on www.almave.com, retailing for US$36.99 per 700ml bottle.
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