Food and Beverage Business

Alcohol-Free Agave ‘Spirit’ from Lewis Hamilton debuts in the UK

Food and Drink Technology

Formula One star, Lewis Hamilton, has recently launched Almave Ambar Distilled Non-Alcoholic Blue Agave Spirit in the UK, marking his entry into the alcohol-free market. This innovative sipping tipple captures the authentic aromas and flavors of roasted blue agave, sweet caramel, and toasted wood. The product was born out of Hamilton’s desire for a non-alcoholic alternative to his favorite drink, tequila.

Teaming up with Mexican craft spirit experts Casa Lumbre, Hamilton and master distiller Ivan Saldana redefined what is possible for Blue Agave. The result is a unique distillation process that skips fermentation to capture the essence of agave without producing alcohol. This approach preserves the complexity and delicate flavors of freshly milled agave, setting Almave apart from other imitations in the market.

Hamilton recognized the growing demand for quality non-alcoholic alternatives that do not compromise on flavor. That is why Almave includes agave to reflect the taste of conventional tequila. According to Hamilton, “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.”

Casa Lumbre’s Ivan Saldana emphasized the commitment to maintaining the true production and craft of tequila while producing an alcohol-free spirit. This dedication to quality and authenticity sets Almave apart from other products on the market, meeting the demands of conscious drinkers and filling a gap in the industry.

Nick Gillett, Mangrove Global MD, highlighted the market potential for Almave in the UK’s growing no alcohol segment. With consumers increasingly opting for premium non-alcoholic brands over low-alcohol products, Almave meets the needs of discerning drinkers looking for a high-quality alternative to traditional spirits.

Almave Ambar is available for both on-trade and off-trade markets through Mangrove Global, with an RRP of £36. Consumers can purchase Almave from Amazon and House of Malt. As the UK’s no alcohol market is projected to grow by 10% by 2026, Almave is well-positioned to capitalize on the trend towards premium non-alcoholic options.

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