Lewis Hamilton’s Almave lands in Germany
AliasSmith, the European distributor of Almave, has partnered with Jaguar Mezcal Boutique (JMB) to introduce the non-alcoholic brand in Germany.
JMB, a specialised distributor of premium agave spirits founded by Amanda Aranda Novoa, has welcomed Almave to its brand portfolio, which also includes 818 Tequila and Mezcal Machetazo.
Novoa said that by adding Almave and expanding JMB’s agave selection, it is catering to the increasing demand for agave spirits and mindful drinking in Germany.
Described as the first non-alcoholic agave ‘spirit’, Almave was co-founded by Formula One champion Lewis Hamilton and agave expert Dr Iván Saldaña in 2023, when it also made its debut in the US market.
The brand’s offerings, which include Ámbar and Blanco, are crafted from Blue Weber agave using traditional Tequila-making techniques.
Earlier this year, Almave launched a non-alcoholic mezcal alternative, called Humo, made from espadín agave.
The ‘spirit’ was created to provide an alcohol-free alternative that maintains ‘the character and cultural integrity of agave’.
All Alvame expressions can be enjoyed neat, on the rocks, or in non-alcoholic cocktails, which is said to make them a great fit for Germany’s growing cocktail scene and the increasing interest in high-quality agave beverages.
The brand is set to launch in the German market in December, addressing the rising demand for premium alcohol-free options.
According to Novoa, early feedback on Almave has been “extremely encouraging”, with several premium retail channels confirming their listings ahead of the launch.
She also said the team is exploring collaborations with complementary brands for the upcoming ‘dry seasons’ in January and February.
The brand secured investment from Pernod Ricard in 2024.
Earlier this month, Almave announced the launch of its Ámbar expression in the Norwegian on-trade, to be followed by a listing with Vinmonopolet in 2026.
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