González Byass USA has been named the U.S. importer for Almave, the non-alcoholic agave spirit crafted in Mexico using traditional tequila and mezcal production methods. Distribution will be handled by Southern Glazer's, giving on-premise accounts across the country access to the full Almave portfolio—Blanco, Ámbar, and the newest expression, Humo—effective immediately.
The Portfolio
All three expressions are made without fermentation, keeping ABV below 0.5%, while still drawing on the production heritage of traditional agave spirits. Almave Blanco uses blue agave from the highlands of Jalisco, traditionally milled, cooked, and distilled in copper stills; it targets Margarita and Paloma builds. Almave Ámbar layers roasted blue agave with caramel and toasted wood notes, suited for neat pours over ice or Carajillo-style serves. Almave Humo is made from Espadín agave pit-roasted with fire and volcanic stones near the Popocatépetl volcano in Puebla, positioning it as a mezcal-cocktail alternative with genuine smoky character.
The brand was created by Casa Lumbre Master Distiller and PhD biochemist Dr. Iván Saldaña Oyarzábal in partnership with seven-time Formula One World Champion Lewis Hamilton. That celebrity association, combined with verifiable craft production credentials, gives bar teams a product with both a story to tell and a spec list that holds up to scrutiny.
Why It Matters for Operators
For restaurant and bar operators, the partnership represents a more accessible path to stocking a credible non-alcoholic agave option. Andrew Sinclair, CEO of González Byass USA, described Almave's "versatility across cocktails and sipping occasions" as a key reason for adding it to the portfolio, noting the opportunity it gives distributor and account partners to offer something differentiated in the moderation segment.
The numbers behind that opportunity are significant. According to NielsenIQ data cited by the brand, 92% of non-alcohol buyers also purchase alcohol, and 47% of on-premise guests mix alcoholic and non-alcoholic drinks within the same occasion. That dynamic means stocking a premium non-alcoholic agave spirit doesn't cannibalize spirit sales—it captures incremental spend from the same guest.
Moises Guindi, CEO of Casa Lumbre, pointed directly to the on-premise opportunity: "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."
For operators already navigating beverage program trends in the non-alcoholic spirits space, Almave's Southern Glazer's distribution footprint means menu placement should be relatively straightforward in most major markets. The brand's positioning as a complement to—rather than a replacement for—traditional spirits also makes it easier to integrate into existing cocktail menus without restructuring back-bar inventory.
González Byass USA's move mirrors a broader pattern of established premium importers treating non-alcoholic and low-ABV beverage categories as permanent shelf fixtures rather than trend plays. The importer recently expanded its wine portfolio through a merger with Carolina Wine Brands, signaling continued appetite for portfolio diversification beyond its core Spanish estates business. Industry professionals tracking the non-alcoholic spirits segment can follow related restaurant beverage program coverage for operational context on how operators are integrating these products into cocktail menus and staff training.
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.
