LEWIS HAMILTON’S ALMAVE TO FEATURE THIS DRY JANUARY, AS LONDON BARS ‘GET ON TRACK’
This Dry January, leading independent spirits distributor, Mangrove Global, has arranged a thrilling activation on behalf of Lewis Hamilton’s alcohol-free spirit, Almave. Throughout the month of January, Get on Track with Almave has partnered with over 40 bars across the city serve up a unique Almave cocktail list – from The Edition Hotel to Santo Remedio and from the Hacha Bar to Mirror Margarita, bartenders are creating first class cocktails for those who want to moderate their alcohol consumption.
Celebrating Almave’s Co-founder, Lewis Hamilton, participating venues will grab the chance to take part in an industry event competing against each other on-track at a race day in early February. This will bring two representatives from behind each bar and put them behind the wheel in what promises to be an exhilarating industry event – fueled by delicious Almave cocktails. Over 100 bartenders are expected to put their racing skills to the test at TeamSPORT Karting. And this sort of industry engagement isn’t a first for Mangrove, who are well-known for working closely with the on-trade to deliver engaging activations that deliver meaningful connections between brands and venues.
Nick Gillett, MD at Mangrove Global commented:
“What better time to showcase the quality and experience of Almave than Dry January – and in true Mangrove style we’re partnering with the brightest and boldest of London’s on-trade to do it.
Get on Track with Almave will not only serve up delicious serves to customers, but act as an education piece for venues who haven’t yet experienced the spirit itself. We know first-hand how creative behind-the-bar teams can be – and we can’t wait to see what they create!”
Almave is the first premium non-alcoholic Blue Agave spirit, made using specially adapted, time-honoured tequila making traditions in Mexico’s Jalisco region. Crafted in partnership with Mexican spirit aficionado, Ivan Saldana, it’s a truly revolutionary product that gives agave-lovers the experience of a spirit, without the alcohol content.
Using both expressions, Almave Blanco and Almave Ambar, participating venues will have the opportunity to get creative and craft their own unique cocktails. Expect Margaritas, Picantes and other delicious liquids, innovated by your favourite bartenders and venues.