House of Tequila welcomes Almave – the world’s first non-alcoholic blue agave spirit
This summer, House of Tequila acquired a minority stake in Almave, the world’s first non-alcoholic blue agave spirit. Produced and distilled according to traditions, it entered the scene only last year but has gained momentum quickly.
We spoke with Michael Merolli, CEO of The House of Tequila, to learn what is on the horizon for this unique and authentic addition to the portfolio.
What can you tell us about this rising star?
Almave is a non-alcoholic spirit that captures the true essence of blue agave. The name comes from “alma”, which means soul, and Almave is crafted with a method that places the rich flavor of agave at the heart of its production process. We are on a mission to transform the non-alcoholic market through the authentic craft and process of blue agave.
Can you describe the taste?
The innovative process of making Almave combines traditional agave-spirits-making techniques with modern distillation to create a unique, authentic flavor. Made in Mexico with coveted blue agave from Jalisco, it captures the natural balance of sweetness, herbaceousness, and acidity. The result is a complex, character-filled spirit perfect for mixing in cocktails or sipping on its own. Almave Blanco and Ámbar offer distinct expressions of pure blue agave flavor, suitable for a variety of drink options.
Almave delivers an unparalleled level of authenticity, setting a new standard for both spirit and non-spirit connoisseurs
Why is this such an important addition to House of Tequila’s portfolio?
Almave is the innovative non-alcoholic Blue Agave spirit that revolutionizes the art and flavor of agave spirits, going beyond just alcohol content. Their ethos and mission are deeply rooted in the values and traditions of House of Tequila. We are excited to include Almave as a new partner brand in our portfolio, driving substantial growth in the non-alcoholic beverage category. With a discerning audience seeking alternatives that embody the craftsmanship, excellence, and flavor of their favorite drinks while emphasizing balance and enjoyment, Almave stands out as the sole non-alcoholic spirit produced and distilled in the tradition of agave, offering a truly unique offering in the market. Almave delivers an unparalleled level of authenticity, setting a new standard for both spirit and non-spirit connoisseurs. We are confident that our partnership will enable us to expand Almave’s reach globally.
One of the co-founders is Formula One driver Lewis Hamilton. Will he continue to be involved with the brand?
Lewis Hamilton, one of the most successful drivers in Formula One history, has secured seven World Championships and holds the record for the most career wins. Beyond his racing achievements, Hamilton is also one of the founders of Almave, and his role hasn’t changed. As the co-founder, owner, and passionate advocate of this category and spirit, Hamilton embodies the collective vision and determination of Almave. Alongside Casa Lumbre Co-Founder & Master Distiller Iván Saldaña, Hamilton is dedicated to honoring their crafts and pushing the boundaries of innovation.
Now part of the portfolio, how do you envisage the brand’s future?
We take great pride in the leadership of Almave, Lewis, and Casa Lumbre in the non-alcoholic category, as they remain committed to upholding the traditional production and craftsmanship of authentic agave and distillation methods. The non-alcoholic category is projected to double in value by 2026, exceeding $400 million, with growth stemming from both volume and value (IWSR, NeilsenQ). Almave currently distributes to the US, UK, Mexico and some other markets, mainly in Europe. With the support of Pernod Ricard and House of Tequila, renowned for their expertise in brand development and global distribution, this pioneering product will be expanded to multiple markets worldwide.
