  The inner structure of realistic materials make them exhibit momentum
relaxation. In this paper we study the holographic version of the Joule-Thomson
effect on AdS black holes in which translational invariance is broken by two
methods: First by considering planar black holes in general relativity
supported by axion scalar fields with a linear dependence on the horizon
coordinates and secondly by considering black holes in massive gravity models
in which momentum relaxation is obtained by breaking the bulk diffeomorphism
invariance of the theory. In contrast with black holes studied so far, for both
theories it is possible to obtain inversion curves with two branches
reproducing the behavior of Van der Wall fluids. Moreover in the specific case
of the massive gravity model we show that black holes can heat up when crossing
the inversion curve.
