Nearly two years after the launch of their non-alc (NA) tequila alternative, Casa Lumbre and Formula One champion Lewis Hamilton are hitting the gas on a new product.
Hamilton and Casa Lumbre master distiller Ivan Saldaña announced today the debut of their third product together, Almave Humo, a NA mezcal alternative. Almave’s first two expressions – Almave Ámbar Distilled Non-Alcoholic Blue Agave Spirit, designed for sipping, and Almave Blanco, designed for mixing – began trickling into the market in October 2023. Pernod Ricard took a minority stake in the brand the following year.
“Our contributions to the NA category have proven that we are pioneering a new drinking culture that meets the needs of today’s evolved consumer,” Saldaña said in a release. “It’s been such a rewarding and eye-opening experience expanding Almave’s portfolio, and I’m looking forward to building upon our innovation for what’s to come next.”
This process for Almave Humo (which means “smoke” in Spanish) partially mimics that of mezcal by pit-roasting the agave piñas in a traditional oven with fire and volcanic stones, according to the company. The espadin agaves – the most commonly used agave for mezcal – are sourced from the foot of the Popocatépetl volcano in the state of Puebla, using water from the distillery’s well. Other ingredients listed on the bottle include organic agave nectar, glycerol, and natural flavors, among others.
Almave Humo is bottled in the same packaging as the line’s other agave spirit alternatives but with a velvety, matte finish on the bottle as a nod to its smokiness.
The company’s third NA product enters as the adult NA (ANA) category nears a billion dollars in off-premise sales, according to NIQ. The new product is clearly aiming to provide the growing number of NA drinkers the smoky notes of mezcal without the proof, something a few other companies have begun to do since the Mexican spirits distiller entered into the ANA game. Competitors include Little Saints St. Ember, made with a blend of ginger, peppers and wild palo santo; and Totomono, the only other NA spirit made with roasted agave.
But Almave’s marketing approach has mirrored tequila brands and other spirits on the full-proof shelf that have recently aligned with other Formula One drivers.
That strategy echoes Casa Lumbre’s track record of developing Mexican distillate brands and launching them further into the U.S. market with a boost from several major partnerships and celebrities. Casa Lumbre partnered with Gallo and world champion boxer Saúl “Canelo” Álvarez for the launch of VMC, a fast-growing tequila-based canned cocktail.
Pernod-Ricard has also bought stakes in several Casa Lumbre brands including Abasolo Ancestral Corn Whisky, Ojo de Tigre Mezcal, and Lenny Kravitz-backed sotol Nocheluna. Separately, Casa Lumbre also recently launched a premium cristalino mezcal, Contraluz, with Colombian singer Maluma.
Casa Lumbre has also found success in the past by focusing on the opportunity for premium Mexican cocktail additions. Campari acquired a majority stake in Casa Lumbre’s Ancho Reyes liqueur, made from chiles, and Montelobos Mezcal for $35.7 million in 2019.
Almave Humo rolls out online and at retailers today for $36.99 per 700mL bottle.