Mexico’s Casa Lumbre has moved into zero-ABV distilled spirits, unveiling Almave in the US ahead of a worldwide release.
The new brand is “the first non-alcoholic spirit made following the same processes as Tequila”, according to the company. Sourced from blue agave, Almave debuts this week with two expressions, Ámbar and Blanco.
Ámbar goes on sale online to US consumers this week and carries an SRP of US$39.99 per 70cl with Blanco coming in at $35.99, both per 70cl bottle.
Casa Lumbre co-founded the brand with Formula One driver Lewis Hamilton, who joins musician Lenny Kravitz in the company’s bank of high-profile partners. Kravitz partnered with the firm on Nocheluna, a mezcal brand in which Pernod Ricard acquired a stake just over a year ago.
“Almave is made from the same raw materials in the same part of Mexico, only skipping the fermentation process where the liquid becomes alcohol,” Casa Lumbre said. “As such, Almave is not referred to as Tequila – a protected denomination in Mexico – but a Blue Agave Spirit – providing drinkers with an option to enjoy Tequila’s fresh and distinct agave taste and character, without the alcohol.”
The brand will extend to the US on- and off-premise channels and selected international markets next year.
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