Non-alcoholic Advertising: Key Findings
The non-alcoholic spirits market is on the rise, projected to grow 8.7% each year through 2030 and reach $681.5 million by the end of the decade, according to the Non-alcoholic Spirits Market report.
It’s clear that drinkers are rethinking how they celebrate, searching for options that deliver the same craft and complexity of spirits without the alcohol.
DesignRush sat down with Marco Serino, director of marketing at Almave, to talk about the launch of Almave Humo, a non-alcoholic smoky spirit made with Espadín agave.
Here’s how his team is blending tradition, innovation, and cultural authenticity to shape the future of mindful drinking.
Who is Marco Serino?
Marco Serino leads marketing at Almave, the first non-alcoholic agave spirit co-founded by Lewis Hamilton and Master Distiller Iván Saldaña. He oversees social, PR, and digital storytelling, bringing over a decade of experience building global agave spirit brands like Jose Cuervo and 1800 Tequila.
Honor Culture First to Build Trust
Serino’s team began with a simple mandate: bring mezcal authenticity into the non-alcoholic world. This meant respecting tradition at every stage.
“Our top priorities for the Almave Humo launch were to deepen the storytelling of agave varietals in non-alc, convey our innovative distillation practices, and honor Mexican beverage culture,”
Serino says.
Instead of shortcuts, the team leaned into pit-roasting agave piñas over volcanic rock, a centuries-old process still used in Puebla.
The goal was to replicate the smoke and character of mezcal, just without the alcohol. For Serino, staying true to those roots was the foundation of trust.
Align Every Step With Your Core Vision
Translating mezcal tradition into a non-alcoholic format required aligning every detail with the brand’s mission.
From sourcing Espadín agave in Puebla’s volcanic foothills to carefully considered packaging, every choice was deliberate.
“Our team’s vision has always been to apply the same craft and dedication to agave that Master Distiller Iván Saldaña has demonstrated in the world of full-strength spirits to the non-alcoholic space,” Serino explains.
This disciplined approach kept the launch from being a gimmick. Instead, it positioned Almave Humo as a serious product for drinkers seeking complexity and cultural depth.
Leverage Early Wins to Scale Future Launches
One of Almave’s biggest lessons came from past collaborations. Their Golden Hour Margarita partnership with The New Bar at Coachella became the top-selling non-alcoholic cocktail at the festival two years in a row.
“The biggest lesson we learned was the power of engaging our core audience early on,” Serino says.
That success carried over into Humo’s launch.
The team built anticipation long before the product hit shelves, tapping into a growing community of “sober curious” consumers and agave enthusiasts already familiar with Almave.
By the time Humo launched, the audience was primed and ready.
Invest in Storytelling, Not Just Spend
Almave operates without the giant budgets of multinational spirits brands.
But Serino argues that creative storytelling and the right partners matter more than raw spend.
“In the age of social media, anyone can break through and reach an audience as long as there are creative ideas, good timing, and strategic partners,” he says.
Instead of outspending, Almave out-storied.
From playful activations like “MSFW” margaritas on Cinco de Mayo to leveraging Lewis Hamilton’s global platform, the team proved that authenticity and creativity can deliver an outsized impact.
How to Win in Emerging Categories
The launch of Almave Humo shows that even in a new category, the brands that stand out are the ones that stay true to tradition while still pushing for innovation.
Culture stayed at the center, every step aligned with the team’s vision, and storytelling took priority over budget.
The result is proof that authenticity is what earns trust and builds lasting brand value.
Almave Humo FAQs
What makes Almave Humo different from other non-alcoholic spirits?
Almave Humo is crafted with Espadín agave from Puebla and uses traditional pit-roasting to deliver the smoky character of mezcal, without alcohol.
Is the non-alcoholic spirits market really growing?
Yes. Rising interest in sober-curious lifestyles, especially among millennials and Gen Z, is fueling demand for premium non-alcoholic alternatives.
Why launch a smoky spirit after Almave Blanco and Ambar?
The portfolio was designed to mirror a traditional agave drinker’s journey. After starting with tequila-inspired options, Humo offers a deeper, more complex non-alcoholic experience.
