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3w ago

Lewis Hamilton’s Almave Launches Humo, a Non-Alcoholic Mezcal Alternative

Humo channels ancestral mezcal roasting methods into a non-alcoholic spirit for discerning drinkers.

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Lewis Hamilton has revealed his big news after weeks of speculation. Image: XPB Images
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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.