Pernod Ricard acquires minority stake in Lewis Hamilton’s alternative spirits brand

Almave, which is also co-founded by Mexican-based innovation incubator Casa Lumbre and investment firm Copper, is the first non-alcoholic Blue Agave spirit distilled in Jalisco, Mexico.

It consists of two variants: Almave Blanco, which has a “fruity green vegetal aroma” and is designed for mixing, and Almave Ambar, which is designed for mixing and sipping, and includes notes of cooked agave, caramel and vanilla.

Pernod Ricard is to use its experience in brand building and global distribution to help scale the brand to several international markets, and will add to the drink giant’s premium agave spirits portfolio.

Pernod Ricard CEO and chairman Alexandre Ricard said: “With Almave, Lewis Hamilton and Casa Lumbre have designed something that is truly exceptional in terms of quality, taste, and positioning.

“Agave is a highly sought-after category across the world. Having a non-alc proposition in our premium portfolio that pays full tribute to the craft and savoir-faire of its traditional distillation makes it a true gem. I’m very excited to see Pernod Ricard support the development and fulfil the true potential of Almave.”

Hamilton added: “When I decided to embark on this project it was important to me to find partners who could help me realise my vision without compromise. I am proud we were able to do that, not just in quality and taste but also with real ingredients and time-honoured techniques.”

Grocery Gazette