Overview
- The new Humo delivers smoky aromas and complex flavors by pit-roasting Espadín agave with volcanic stones and well water, mirroring traditional mezcal development without fermentation.
- Priced at $36.99 per 700 ml bottle, Humo is now available across more than 800 U.S. locations, including Total Wine, Eleven Madison Park and Superbueno, and online at Almave.com.
- Humo marks Almave’s expansion into the mezcal category following its 2023 launch of non-alcoholic tequila alternatives Ámbar and Blanco.
- Almave was co-founded by Formula One champion Lewis Hamilton and master distiller Iván Saldaña in October 2023 and secured a minority stake investment from Pernod Ricard in August 2024.
- The release taps into rapid growth in the mindful drinking market, with U.S. non-alcoholic spirits projected to reach $5 billion by 2028 driven by sober-curious and Gen Z consumers.