Almave

The brand was co-founded by seven-time Formula 1 World Champion Lewis Hamilton and master distiller Iván Saldaña, who brings over 20 years of tequila-making experience to the project. It is produced by Casa Lumbre Spirits. The name comes from "Alma", the Spanish word for soul, combined with "Agave". Hamilton has said the brand emerged from his own search for an authentic alcohol-free option when he needed a clear mind, including on the night before a race.

The production process follows traditional tequila distillation techniques closely. The agave piñas are harvested from the highland fields of Los Altos, cooked in brick ovens, traditionally milled, and the fibre is distilled in copper stills through several cycles. The critical departure is that fermentation, the stage at which a distillate would ordinarily become alcoholic, is bypassed entirely. The process uses 100% Blue Weber Agave sourced from Jalisco and produces a spirit through distillation alone. Almave is not tequila and does not position itself as one; tequila carries a protected denomination of origin in Mexico, which Almave does not meet because it contains no alcohol.

The range positions itself for sober-curious drinkers and those who want the complexity of a premium spirits category without alcohol. Two of its drinks have picked up awards. Pernod Ricard holds a minority stake in the company, and Almave is available in 10 global markets, including the US and UK.