In recent news, Pernod Ricard has acquired a minority stake in Almave, a super-premium, non-alcoholic tequila co-founded by Formula One world champion Lewis Hamilton and Mexico-based spirits incubator Casa Lumbre. This strategic move by the Paris-based beverage conglomerate aims to capitalize on the rapidly growing non-alcoholic beverage market, reflecting the changing global consumer preferences towards mindful drinking.
In 2020, a significant shift is observed in consumer behavior, with an increasing number of individuals opting to reduce their alcohol consumption. Research conducted by marketing firm NCSolutions reveals that over 41% of Americans are now making a conscious effort to drink less, marking a 7-point increase from the previous year. This trend is particularly prominent among younger generations, as 61% of Generation Z and 49% of millennials express a desire to cut back on alcohol consumption. This shift towards mindful drinking underscores the importance of introducing high-quality non-alcoholic alternatives to meet the evolving consumer demands.
Almave, positioned as the first non-alcoholic blue agave-based spirit distilled in Jalisco, Mexico, is a testament to innovation and authenticity in the beverage industry. Co-founder and master distiller at Casa Lumbre, Ivan Saldaña, emphasizes the core philosophy behind Almave, stating that the creation of this product was not merely about mimicking traditional tequila but embodying the true essence of blue agave. The meticulous development process involved overcoming challenges to preserve the rich agave flavor without fermentation, resulting in a unique and flavorful alternative for consumers seeking an alcohol-free option.
Alexandre Ricard, chairman and CEO of Pernod Ricard, acknowledges the significance of Almave in the current market landscape, recognizing its alignment with two key trends – the rising popularity of blue agave and the growing demand for non-alcoholic beverages. Pernod Ricard’s investment in Almave reflects the company’s strategic expansion into the non-alcoholic sector, complementing its existing zero-proof offerings such as Ceder’s and Jacob’s Creek Unvined. The decision to invest in Almave underscores Pernod Ricard’s commitment to providing consumers with a diverse range of beverage options that cater to evolving preferences.
Looking ahead, Lewis Hamilton expresses optimism about the future of Almave as it pioneers a new category within the non-alcoholic spirits market. With changing consumer behaviors and a growing desire for alcohol-free alternatives, Hamilton believes that Almave is well-positioned to capitalize on this trend. As more diverse and younger consumers drive the demand for innovative beverage options, Almave’s unique proposition as a non-alcoholic tequila alternative holds the promise of continued success and growth in the evolving beverage landscape.
The partnership between Pernod Ricard and Almave underscores the shifting paradigms in the beverage industry, with a focus on innovation, authenticity, and meeting consumer preferences. As non-alcoholic alternatives continue to gain traction, brands like Almave are at the forefront of driving change and redefining the traditional notions of spirits and beverages. With a commitment to quality, flavor, and authenticity, Almave represents a compelling option for consumers seeking a premium non-alcoholic experience in line with their evolving lifestyle choices.