F1 Driver Lewis Hamilton Launches Non-Alcoholic Tequila Alternative Made With Real Blue Weber Agave

(Photo: Lewishamilton/Instagram)

Formula One star Lewis Hamilton is venturing into the celebrity tequila industry with a different perspective.

The British driver has teamed up with Casa Lumbre master distiller Iván Saldaña for the launch of Almave, a non-alcoholic spirit made from blue weber agave that skips the boozy fermentation process.

The brand is hitting the market in 2024 with a Blanco and “Ámbar” (intended as a riff on an aged reposado or añejo), retailing for $35.99 and $39.99 respectively.

(Photo: Almave)

“Almave is for people like myself, who are always pushing the limits of what’s possible, who enjoy the taste of tequila but are focused on balance, longevity, and living fully,” said Hamilton in an Instagram announcement.

“Almave adapts time-honored tequila-making practices to create a non alc spirit that doesn’t compromise on taste or quality. So proud to be a founder. I hope you approach it with an open mind, try it, and love it as much as I do.”

Capitalizing on the nascent popularity of mocktails and sober-themed initiatives like Dry January, alcohol-free spirits have exploded in popularity over the past year. The unexpected category surpassed an $11 billion market share in 2022, up from $8 billion in 2018.

Industry giants like Heineken, Budweiser and Samuel Adams have all tossed their hats into the ring. On the spirits side, zero-proof tequila has gained traction with imprints like Lyre’s Agave Blanco, Spiritless Jalisco 55 and Fluere Smoked Agave.

Amidst the buzz, Hamilton isn’t even the first celebrity to debut a non-alcoholic tequila. Character actor Danny Trejo got in on the action earlier this year with the launch of Trejo’s Spirits Tequila Alternative — in years to come, the actor plans to launch zero-proof renditions of rum, gin, mezcal and American whiskey.

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