Lewis Hamilton Races Back to Agave with Zero-Proof Mezcal Alternative

(Photos: Almave)

Seven-time F1 champion Lewis Hamilton is expanding his nonalcoholic agave spirits line with an offering that pays homage to mezcal.

On Friday, the racer and entrepreneur unveiled Almave Humo, a bottling that incorporates all the same production techniques as a characteristically smoky mezcal, minus the booze. Espadin agaves are harvested at the foot of the Popocatépetl volcano in Puebla, Mexico, smoked in underground pits and distilled using spring water from a local well. The team says the final product offers distinct smoky notes imbued from its volcanic terroir and old-school pit-roasting process.

It’s an unusual idea. Founded in 2023 by Hamilton and Casa Lumbre master distiller Ivan Saldaña, Almave has taken great strides to distinguish itself in a category that — more often than not — has been conceived in the laboratory rather than the field. Every step of Almave’s production is identical to that of a typical mezcal or tequila, skipping only the fermentation process that converts glucose molecules into alcohol.

Though Hamilton’s brand isn’t the only zero-proof alternative running with the method (shout out to Tomonotomo), it claims to have been the first to innovate the technique.

Bottles of Almave Humo are now available for purchase online at a suggested retail price of $36.99.

“Ivan and I have been talking about exploring further into the discovery of mezcal since launching Almave, so I’m super excited that we’re now bringing Almave Humo to the table,” Hamilton remarked in a news release. “I’ve learned so much from Ivan’s dedication to agave, and I’m proud of what we’ve achieved with this latest innovation. I think Almave drinkers will really enjoy the unique, smoky taste of Almave Humo, and I’m excited to see how they incorporate it into their gatherings, celebrations, and beyond.”

We were quite impressed by the brand’s Almave Blanco when we had a chance to try it at launch. The “spirit” checked all the right boxes; plenty of roasted agave flavor, hints of florality, lime rind and vanilla, and a finish that tickled the back palate with flashes of black pepper and acidity. It was clear that the team had put in a tremendous amount of effort to imitate the feel and vibe of an unaged tequila, even if some of the finer details (namely, mouthfeel) were lost in the transition. Find our full review of Almave Blanco here.

Hamilton is one of several celebrities getting in on the burgeoning nonalcoholic category. Catapulted by the mocktail movement and rallying cries like Dry January, spirits alternatives have emerged as a hot investment opportunity not only for established players like Diageo and AB InBev, but also for A-listers with a story to tell.

Toward the end of last year, “Spider-Man” star Tom Holland debuted BERO, a nonalcoholic beer brand available in IPA, Golden Pilsner and Noon Wheat varieties. Much like actor Danny Trejo, the driving force behind zero-proof imprint Trejo’s Spirits, Holland has been vocal about his years-long journey to sobriety. Elsewhere, pop star Katy Perry has gotten in on the adaptogenic side of the industry with De Soi, a boozeless apertif brand infused with ingredients like lion’s mane, l-theanine and reishi mushroom.

Keep a close eye on Bottle Raiders over the next week for our upcoming review of Almave Humo. If you’re eager to learn more about the category at large, be sure to check out the Drinks With Benefits festival touching down in New York City on September 27th. The first dedicated zero-proof event of its kind, attendees can partake in dozens of nonalcoholic, functional and adaptogenic brands, DJ sets, food, meditation sessions, live podcasting and all-around good vibes.