Pernod Ricard–backed Almave, the first non-alcoholic agave “spirit” co-founded by seven-time Formula One World Champion Lewis Hamilton, is steering into new territory with the launch of Almave Humo — a non-alcoholic alternative to mezcal.
Almave Expands Portfolio with Non-Alcoholic Mezcal Alternative
Made from espadín agave harvested at the foot of the Popocatépetl volcano in Puebla, Mexico, Almave Humo aims to replicate the rich, smoky depth of traditional mezcal without the alcohol. It’s the first product of its kind, positioning itself in what the brand calls a “significant whitespace” in the market.
How Almave Humo Captures Traditional Mezcal Flavor Without Alcohol
The production mirrors age-old mezcal methods: agave piñas roasted in underground pits with volcanic stones, firewood, and water drawn from the distillery’s well. The local volcanic soil — infused with mineral complexity — is part of the flavor story, adding terroir-driven nuance rarely found in non-alcoholic spirits.
Iván Saldaña, Almave’s master distiller and co-founder of Casa Lumbre Spirits, sees Humo as an invitation to explore the deeper realms of agave culture.
“Many agave spirit drinkers start with tequila,” Saldaña says. “Then they discover mezcal — its smoky notes, its complexity — and want to go further. Almave Humo lets you do that while embracing a lifestyle beyond proof.”
For Saldaña, the launch is about more than flavor; it’s about reshaping the drinking culture for a new generation of consumers who demand both complexity and choice.
Lewis Hamilton Co-Launches Non-Alcoholic Mezcal, Almave Humo
Hamilton, who has been involved with Almave since its 2023 debut, says the move into mezcal-inspired territory was a natural next step.
“Ivan and I have been talking about exploring mezcal from the start,” Hamilton says. “The smoky character of Humo is something I think our drinkers will love. I can’t wait to see it show up at their gatherings, in cocktails, and in moments of celebration.”
Almave Humo comes in the same premium bottle design as the brand’s Ámbar and Blanco releases, this time with a velvety matte finish — a subtle nod to the liquid’s smokiness.
Where to Buy Almave Humo
Retailing for US$36.99 per 700ml, it’s available now via the brand’s official website, ready to bring mezcal’s allure to those living life alcohol-free.
