Reducing alcohol consumption has gained significant momentum in recent years, particularly among Gen Z. Major beverage companies are already adapting to supply this demand. Casa Lumbre is ahead of the curve having already launched a 0% abv tequila called Almave with the backing of Formula One deity Lewis Hamilton.
Most pre-existing non-alcoholic tequilas have been made with an attempt to taste like the agave spirit, without using the iconic plant as the raw material. It was important for Hamilton and the Casa Lumbre team that Almave celebrated agave from the start of the process. Casa Lumbre founder, and master distiller, Iván Saldaña says, “anyone that wants to make something that tastes like agave should be using (agave),” even if the desire is for something non-alcoholic.
Almave, branded as “beyond proof”, pioneers this perspective. It was Hamilton who approached Casa Lumbre with his vision for an agave-spirit he could drink without feeling the effects of alcohol. Hamilton explained to Saldano that if he drank, it was tequila.
But he wanted to be able to have a tequila without the impact of alcohol. And he wanted to respect the raw material that is iconic for both tequila and Mexico, agave. Together Hamilton and the Casa Lumbre team worked on the concept.
Saldaña explains that “creating the sensation of agave spirits, not just taste, was important”. Fortunately, “agave is a very generous raw material.” They wanted to rely on the natural ingredient of .
