Non-alcoholic beverage brand Almave has entered the ready-to-drink segment with two canned cocktails—a Classic Margarita and a Paloma—launching exclusively at Target on November 10. The move extends the brand's portfolio beyond its bottled Blanco, Ámbar, and Humo expressions and puts zero-proof agave cocktails on mass retail shelves for the first time.

Four-packs of each flavor carry a suggested retail price of $12.99, while a six-pack variety pack—three cans per flavor—retails for $17.99. The Target-exclusive window positions the launch squarely for holiday gatherings, a period when hosts are increasingly seeking premium non-alcoholic options that hold up alongside their alcoholic counterparts.

Behind the Liquid

Both RTDs are built on the same blue agave sourced from the highlands of Jalisco, Mexico, that underpins Almave's bottled range. Casa Lumbre Master Distiller and PhD biochemist Dr. Iván Saldaña, who co-founded the brand alongside seven-time Formula One World Champion Lewis Hamilton, oversaw development. The Classic Margarita pairs agave character with citrus, while the Paloma leans on grapefruit for a crisp finish—flavors that map directly to two of the most-ordered cocktails in U.S. bars and restaurants.

"The Margarita and Paloma are iconic expressions of Mexican cocktail culture, and it was important to us that these new offerings capture the flavor, complexity, and authenticity that make those drinks so special while making it even more accessible," said Dr. Saldaña. Hamilton echoed that accessibility angle: "With Almave Classic Margarita and Paloma launching at Target this holiday season, we're making that choice even easier."

Operator Implications

For foodservice and hospitality operators tracking the non-alcoholic beverage category, Almave's RTD entry signals continued premiumization in the zero-proof aisle. The brand's research found that consumers frequently struggle to find quality non-alc cocktails outside bars and restaurants—a gap that canned formats can help close for catered events, hotel minibars, and venue retail. At under $3.50 per can at retail, the price point also establishes a consumer reference price that on-premise accounts will need to factor into their own zero-proof menu pricing.

The launch aligns with broader momentum in the spirits-free and low-ABV segment, where agave-based products have drawn particular interest from both operators and investors. Casa Lumbre, which has historically focused on premium mezcal, tequila, and liqueurs, adds a mass-retail RTD line to its portfolio without repositioning its core craft identity—a balancing act that other premium spirits houses entering the non-alc space will be watching closely. Operators and buyers seeking to stock the product for retail or gifting programs can find distribution details at almave.com.

For ongoing coverage of the non-alcoholic and low-ABV movement shaping menus and back bars, see Food & Beverage Magazine's restaurant beverage coverage.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.