Casa Lumbre Spirits has marked the third anniversary of its Lewis Hamilton co-founded Almave non-alc spirit with an extension into the RTD category.
The 0%-ABV agave-based brand, which launched in the US in late 2023, has released Classic Margarita and Paloma, also in the US, this week. The pair have gone on sale exclusively through retail multiple target in four-can packs with an SRP of US$12.99.
A variety pack, comprising three 35.5cl cans of each variant, is also available for $17.99.
The move has been backed by an ad (below) featuring the Formula One racing driver, although details on where the spot will air were not disclosed.
“Creating Almave was about honouring the … character of blue agave while challenging what was possible in the non-alc space,” said the brand’s co-founder & master distiller at Casa Lumbre, Iván Saldaña. “The margarita and paloma are iconic expressions of Mexican cocktail culture, and it was important to us that these new offerings capture the flavour, complexity and authenticity that make those drinks so special while making it even more accessible.”
Ten months after its debut, Almave, which consists of a two-strong range, Ámbar and Blanco, welcomed Pernod Ricard on-board, with the Paris-headquartered group acquiring an unspecified-sized stake from Casa Lumbre. The transaction built on an already-established relationship between the two companies with mezcal Ojo de Tigre and Nocheluna sotol.
