Pernod Ricard Invests in Lewis Hamilton's Almave

Pernod Ricard has acquired a minority stake in Almave, a non-alcoholic blue agave spirit co-founded by Lewis Hamilton and Casa Lumbre. Almave, launched in October 2023, combines traditional distillation techniques with modern flavors, offering two expressions: Blanco for mixing and Ámbar for sipping. This investment comes as part of Pernod Ricard's strategy to tap into the growing demand for non-alcoholic beverages, a sector that has seen significant growth in both the US and UK markets. Alexandre Ricard, CEO of Pernod Ricard, praised Almave as an exceptional product that pays tribute to agave craftsmanship. Hamilton expressed enthusiasm about the partnership, highlighting the importance of quality and authenticity in the brand's vision. The financial terms of the deal have not been disclosed, but the collaboration aims to expand Almave's reach globally.