Whilst tequila is Hamilton's drink of choice, the Formula one star had been looking for a non-alcoholic drink that kept his mind clear on important days.
He found there was a sea of imitations but nothing authentically agave, so he teamed up with Mexican craft spirit experts, Casa Lumbre. Combining Hamilton's passion and determination with the expertise of Casa Lumbre's Master Distiller and Founder Ivan Saldana – together they redefined what's possible for Blue Agave.
Lewis Hamilton said: “There's a huge appetite for quality alternatives for those times when people don't want to drink alcohol but also don't want to compromise on flavour, which is why it was important that our product includes agave to reflect the taste of conventional Tequila.
“I think it tastes amazing and what we have created is unlike anything else on the market, so I can't wait to see what you all think.”
An entirely new distillation process was created for the 'spirit', with the team carefully adapting the traditional methods used in Casa Lumbre's Mexican home in Jalisco. By skipping the fermentation process, Almave captures the complexity and delicate flavours of freshly milled agave without producing alcohol. All of which was achievable thanks to Ivan's background in biochemistry and knowledge of agave.
Ivan Saldana from Casa Lumbre added: “We are pleased that we have maintained the true production and craft of making Tequila, but without the alcohol. While there are faster ways to make this, we could not imagine a worthwhile 'spirit' without it.”
Nick Gillett, Mangrove Global MD said: “Tequila is a growing market, as are non-alcoholic drinks so this new SKU meets the demands of conscious drinkers and satisfies a glaring gap in the market. They have long looked for a non-alcoholic drink that captures the essence of agave without the alcohol and we have it here with Almave.”
The UK's no alcohol market is expected to see a volume growth of 10% between now and 2026, according to IWSR. With consumers increasingly drinking 'less but better', premium positioned non-alcoholic brands are enjoying substantial growth and now overtaking low-alcohol products.
Almave is available to both the on and off trade market through Mangrove Global. The RRP of Almave Ambar is £36 and it is available from Amazon and House of Malt.