New Partnership Helps Bars Meet Growing Moderation Demand Without Sacrificing Authenticity or the Premium Experience
NEW YORK, Sept. 10, 2026 /PRNewswire/ — Gonzalez Byass USA, a leading importer and marketer of premium international wines and spirits, proudly announces that it has been named importer for Almave, the first non-alcoholic agave spirit made with real agave and retaining the traditional distillation practices of tequila. Effective immediately, González Byass USA will begin importing Almave in the U.S., with distribution managed by Southern Glazer’s. The partnership covers Almave’s portfolio, including Almave Blanco, Almave Ámbar and Almave Humo.
Created in Mexico by Casa Lumbre’s Master Distiller and PhD biochemist Dr. Iván Saldaña Oyarzábal, in partnership with seven-time Formula One World Champion Lewis Hamilton, Almave brings the craft, ritual and complexity of traditional agave spirits to the moments when people choose not to drink alcohol.
“As we continue to expand our portfolio with distinctive brands that represent where the premium beverage industry is headed, we are thrilled to welcome Almave to González Byass USA,” says Andrew Sinclair, CEO of González Byass USA. “Almave brings together authentic Mexican craft, innovation and a compelling approach to the growing non-alcoholic category. Its connection to agave spirits and its versatility across cocktails and sipping occasions make it an exciting addition to our portfolio and an opportunity for our distributor and account partners to offer consumers something genuinely different.”
Almave Blanco and Almave Ámbar are made with high-quality blue agave from the highlands of Jalisco, Mexico, traditionally milled, cooked and distilled in copper stills. Almave Blanco is the purest expression of blue agave, with balanced sweetness and acidity, bringing a herbaceous character to Margaritas, Palomas and other tequila-forward cocktails. Almave Ámbar layers roasted blue agave, sweet caramel and toasted wood, and can be enjoyed neat over a large cube or in a Carajillo-inspired serve. Almave Humo, the newest expression, is made with Espadín agave pit-roasted with fire and volcanic stones at the foot of the Popocatépetl volcano in Puebla, bringing a smoky depth to cocktails traditionally made with mezcal. Across the portfolio, fermentation is omitted, leaving spirits with less than 0.5% ABV.
“The non-alcoholic Margarita is one of the fastest-growing serves in the category, and partnering with González Byass lets us meet that demand at scale,” shares Moises Guindi, CEO of Casa Lumbre. “We built Almave with real agave, in Mexico, using the same craft behind all our spirits, and González Byass is the ideal partner to bring that authenticity to more Margaritas across the country.”
The partnership comes as consumer interest in moderation and premium non-alcoholic beverages continues to expand, creating new opportunities for on-premise accounts to meet demand without sacrificing the premium experience. Almave is designed to complement, rather than replace, traditional spirits, giving guests another option within the same occasion. According to NielsenIQ, 92% of non-alcohol buyers also purchase alcohol, while 47% of on-premise guests mix alcoholic and non-alcoholic drinks within the same occasion. This highlights an opportunity for the category to add to the occasion rather than trade down.
With the addition of Almave, González Byass USA continues to build a portfolio focused on distinctive, regionally rooted brands while expanding its presence in emerging premium beverage categories.
About Almave
Almave is the first non-alcoholic blue agave spirit, crafted in Mexico by Casa Lumbre’s Master Distiller Dr. Iván Saldaña in partnership with seven-time Formula One World Champion Lewis Hamilton. Made with real agave and distilled in traditional copper stills, Almave combines time-honored techniques with innovative processes to honor the soul of tequila while pushing the boundaries of what a non-alcoholic spirit can be. Crafted with excellence and authenticity in mind, the portfolio includes Almave Blanco, Almave Ámbar, and Almave Humo. Part of the Casa Lumbre portfolio, Almave is redefining the possibilities of agave spirits—creating complexity, character, and depth without alcohol. Part of the Casa Lumbre portfolio, Almave has been recognized by BevNet and The Spirits Business for its innovation in the non-alcoholic spirits category. For more information, visit https://www.almave.com and follow @almave on Instagram.
About Casa Lumbre
Born and based in Mexico, Casa Lumbre is a global spirits innovator that develops, produces, and incubates premium, award-winning spirits. Originally known for Mezcals, Liqueurs, and Tequilas, Casa Lumbre continues to tap into its global values and perspective to expand beyond Mexican distillates. They are the creators of Montelobos Artisanal Mezcal, Ancho Reyes Chile Liqueur, Ojo de Tigre Mezcal, Abasolo El Whisky de México, Nixta Licor de Elote, Las Californias Gin, Nocheluna Sotol, Contraluz Cristalino, Gran Malo Liqueur, VMC Tequila Cocktails, Defrente Tequila, Alma Finca Orange Liqueur, and Almave Distilled Non-Alcoholic Blue Agave Spirit. For more information, visit www.casalumbre.com and follow @casalumbrespirits on Instagram and www.linkedin.com/company/casa-lumbre.
About González Byass USA
González Byass USA is a leading national importer and marketer of a distinguished portfolio of wines and spirits from the González Byass family’s estates in Spain, Chile, and Mexico. The company is also the exclusive U.S. importer of a thoughtfully curated selection of distinctive wines from Argentina, Austria, France, Italy, and Portugal. Guided by a mission to build and nurture brands that authentically represent their regions, with a strong focus on environmental responsibility, González Byass USA recently expanded its wine portfolio through a merger with Carolina Wine Brands.
González Byass USA is a subsidiary of González Byass, one of Spain’s most internationally recognized wine producers. Now led by the fifth generation of the family, González Byass encompasses fourteen family-owned estates across Spain, Chile, and Mexico, producing quality-driven wines and spirits rooted in terroir-focused viticulture and a long-standing commitment to environmental stewardship for generations to come.
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Ali Pinedo
apinedo@colangelopr.com
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