When Lewis Hamilton couldn’t find a non-alcoholic spirit to his liking, he took it upon himself to make his own. ‘Almave’ (soul of Agave) is the result of a decade-long exploration into the development of a non-alcoholic Tequila, made the traditional way in Jalisco, Mexico. Lewis worked under the guidance of master distiller Iván Saldaña to create a truly unique Agave-based spirit.

We were brought in from Day 1 to help name, create, and distinguish the brand from the swathe of non-alcoholic spirits and celebrity-fronted tequilas flooding the market. The result was a compelling ‘No Shortcuts to Greatness’ narrative that helped sell out the product in a matter of days.