Pernod Ricard Joins Lewis Hamilton & Casa Lumbre Spirits To Enhace The Sucess Of Non-alc Blue Agave Spirit, Almave

Pernod Ricard today announces the acquisition of a minority stake in Almave, a Super
Premium non-alc blue agave-based spirit brand, co-founded by Seven-Time Formula One™
World Champion, Lewis Hamilton, by Mexico-based innovation incubator Casa Lumbre and by
the advisory and investment firm Copper.

Almave perfectly satisfies the intersection between three accelerating global trends: tequila,
non-alc products and the desire for authenticity. A true passion project for the F1 champion,
Almave was first envisioned by Lewis Hamilton who was seeking an authentic and ‘rooted-inthe-land’ alcohol-free alternative to his drink of choice: tequila. Almave is the first non-alcoholic
Blue Agave spirit distilled in Jalisco (Mexico) and blends tradition and innovation to capture the
very soul of the best raw materials possible, the Blue Agave, without the fermentation process.
Almave is crafted around two expressions: Almave Blanco with its fruity green vegetal aroma,
the perfect choice for mixing, and Almave Ámbar, ideal for both mixing and sipping, thanks to
its rich and complex notes of cooked agave, caramel and vanilla.

Pernod Ricard will bring their strong experience in brand building and global distribution to help
scale this first-of-its-kind product to several markets throughout the world. The partnership will
also add a complementary and innovative brand to Pernod Ricard’s already comprehensive
and premium agave spirits portfolio.

For Alexandre Ricard, Chairman and CEO of Pernod Ricard, “With Almave, Lewis Hamilton
and Casa Lumbre have designed something that is truly exceptional in terms of quality, taste,
and positioning. Agave is a highly sought-after category across the world. Having a non-alc
proposition in our Premium portfolio that pays full tribute to the craft and savoir-faire of its
traditional distillation makes it a true gem. I’m very excited to see Pernod Ricard support the
development and fulfil the true potential of Almave.”

Lewis Hamilton : “When I decided to embark on this project it was important to me to find
partners who could help me realize my vision without compromise. I am proud we were able
to do that, not just in quality and taste but also with real ingredients and timehonoured techniques. Casa Lumbre has been best-in-class in the first part of this journey and
I’m proud of what we have achieved together in such a small period of time. It’s exciting that
Pernod Ricard has, today, become an official stakeholder in Almave; allowing us to unleash

the potential of the next stage of our journey, and help take Almave to even more people around
the world.”
Ivan Saldaña, Co-founder and Master distiller of Casa Lumbre : “Casa Lumbre is proud to
continue its record of partnering with individuals and companies who can support our vision of
representing Mexico’s national spirit and plant in an authentic way beyond proof. Being able
to achieve that type of faithful education to people in all corners of the world is a dream. Thanks
to Pernod Ricard, it will soon become the global reference of this very innovative category”