The sober curious movement has been growing in popularity, from more participants in occasions like Sober October to more consumers opting out of alcohol consumption altogether.

Iván Saldaña, co-founder and master distiller at New York-based Casa Lumbre Spirits, also serves as a business partner to Lewis Hamilton, the founder of Almave and a Formula One racecar driver. Saldaña highlights the influences redefining the non-alcohol beverage market.

“We’re in a transitional moment where consumers, especially younger generations, are redefining what it means to enjoy a drink,” he says. “They’re not giving up on flavor or experience; they’re simply looking for balance.”

With the rise of the sober curious movement, he notes that cultural shifts such as Dry January and more mindful social rituals have opened the door for innovation within the non-alcohol space. 

“But what’s missing in many products is authenticity, especially when it comes to agave,” Saldaña states. “That’s where we saw the opportunity with Almave: to bring the real character of agave into a space that had very little of it.”

When describing the current agave market, Saldaña says the category has matured rapidly. 

“What started as a global trend around tequila has evolved into a deeper cultural and sensorial appreciation for agave in all its forms, driven by consumer education and premiumization,” he explains. “People want to know where their spirit comes from, how it’s made and what makes it special. That level of curiosity allows us to introduce Almave — not as a substitute, but as a new expression of agave.”

Saldaña notes that it is about honoring the traditional process while inviting more people into the experience, including those who choose not to drink alcohol. 

There also are trends prompting consumer interest in non-alcohol spirits. 

“There’s a cultural shift toward intentional consumption,” Saldaña shares. “Millennials and Gen Z in particular are embracing rituals like cocktail hour, but they’re also being more selective about when and why they drink.”

Some consumers have reduced their alcohol intake due to health reasons, while others have for lifestyle purposes, Saldaña says, but these consumers still crave depth, ritual and flavor. 

“Agave-based cocktails, especially Margaritas, remain the most popular in the U.S., so creating a true agave alternative that respects that craving felt both natural and necessary,” he expresses. “For Lewis, it came from a personal place: wanting to enjoy tequila’s essence without compromising performance or clarity.”

Almave, which launched in 2023, stemmed from a conversation with Hamilton. Saldaña recalls that Hamilton wanted a real agave spirit he could enjoy without alcohol. 

“That resonated deeply with me,” Saldaña says. “I’ve spent my career immersed in agave: from its biochemistry to its cultural meaning. So, we set out to do something no one had done — distill agave traditionally without fermenting it, preserving its integrity and expression.

“Almave was born out of that challenge, and out of respect for the plant, the people and the drinkers who want something honest,” he continues. 

That is part of what makes Almave different from other non-alcohol spirits on the market, Saldaña explains. Although most are made by mixing water with flavors sourced from external flavor houses, Almave uses agave itself as the source of flavor — not an extract, not an imitation, but the actual plant, he says.

“We cook it, distill it and work with its natural aromatic compounds to craft a spirit that carries the true essence of blue agave,” he explains. “We follow a traditional distillation process, similar to tequila-making, but we stop before fermentation, so no alcohol is produced. From there, we apply natural techniques to balance mouthfeel, pungency and stability.”

The result is something “entirely different,” Saldaña notes. It is not a substitute or replica, but a genuine agave spirit experience without the alcohol, he says. 

Almave is available in two offerings: Almave Blanco and Almave Ámbar. Both varietals have found strong followings, but Blanco in particular has become a go-to for bars and restaurants, Saldaña shares. 

“It’s helped unlock the non-alcoholic Margarita in a way that actually honors the cocktail — it’s real agave, with structure, brightness and character,” he states. “We’ve also seen momentum around moments like Coachella and Stagecoach, where our Golden Hour Margarita become the best-selling non-alcoholic cocktail at The New Bar two years in a row. That tells us people aren’t just curious — they’re returning for the experience.”

An authentic experience

Earlier this year, Almave launched the “Margaritas Safe for Work” campaign around Cinco de Mayo, which fell on a Monday. 

“It allowed us to reframe a classic cocktail moment in a way that aligned with modern work-life rhythms,” Saldaña shares. “That campaign was a great follow-up to our Coachella and Stagecoach activations, where Almave was front-and-center in cultural conversation. We’re not trying to impose a new ritual — we’re meeting people where they are and offering them something real.”

Almave currently is available in more than 800 locations across the country, including in retail spaces such as Total Wine and BevMo, as well as in hospitality venues like Eleven Madison Park, Superbueno, Republique and El Barrio Cantina. 

“Of course, it’s also available online at Almave.com,” Saldaña says. “We’re continuing to expand thoughtfully, always prioritizing partners who understand the value of agave and who see Almave not as a trend, but as a new ritual.”

Almave isn’t just a product, he adds, it is a statement. 

“We didn’t set out to remove alcohol from agave; we set out to preserve everything else that matters: flavor, process, culture and the ritual of drinking well,” Saldaña concludes. “Every bottle reflects a deep respect for the agave plant and for the people who care about what they consume. If you love agave, but you’re looking for new ways to enjoy it, Almave isn’t a compromise — it’s an invitation.”