Lewis Hamilton’s Almave heads to Norway
Pernod Ricard-backed Almave, the first non-alcoholic agave ‘spirit’ co-founded by Formula One champion Lewis Hamilton, has secured a listing for its Ambar expression with Vinmonopolet in Norway.
Starting from 4 March 2026, Almave Ambar will be available in 58 stores and online through Norway’s alcohol monopoly, Vinmonopolet.
Imported and distributed by Bonum Beverages, the product will roll out in the Norwegian on-trade from late 2025.
Almave Ambar is crafted in Jalisco using Blue Weber agave, with production traditions inspired by the world of Tequila. The expression aims to preserve the character and cultural integrity of agave while providing a refined zero-alcohol experience.
Almave draws on the expertise of Dr Iván Saldaña, a respected figure in the agave industry and a key influencer in the evolution of modern Mexican spirits. The production process is carried out in collaboration with Saldaña’s company, Casa Lumbre.
The expression delivers notes of roasted agave, subtle oak, and gentle spice, and can be enjoyed neat, over ice, or in non-alcoholic cocktails.
The introduction of Almave Ambar is said to underscore the rapid growth of premium alcohol-free spirits in Norway, where consumers are increasingly prioritising quality, craftsmanship, and a mindful drinking culture.
Almave aims to prove that alcohol-free ‘spirits’ can ‘provide depth, origin, and authenticity comparable to traditional spirits’.
Almave’s European distribution is managed by AliasSmith, a specialist in premium Mexican spirits that focuses on supporting authentic brands and delivering them to markets across Europe.
Almave made its debut in the US in 2023 and has since expanded to markets including the UK. The brand secured investment from Pernod Ricard in 2024.
Earlier this year, the brand launched a non-alcoholic mezcal alternative, Almave Humo.
Related news
Brooklyn to welcome ‘first-of-its-kind’ non-alcoholic bar
