The Challenge

Gen-Z isn’t drinking alcohol anymore. Trouble is, they’re not really drinking mocktails, either. Everything is watered down syrup, and most NA brands demonize drinking altogether.

Our Move

Lewis Hamilton started Almave as an NA tequila he could drink on the nights before races. Use that authentic story, combined with premium visuals and messaging that creates a category unto itself—top shelf NA spirit that keeps you sharp without making you feel terrible for the times you do drink.