Lewis Hamilton has made headlines with his latest announcement, much to the relief of fans who worried he might be stepping away from racing. The British Formula 1 superstar confirmed he is not retiring; instead, he has co-founded a new non-alcoholic spirit named Almave Humo. This innovative drink aims to replicate the rich flavors of traditional smoky spirits, without the alcohol content.
The announcement came on August 8, building anticipation among fans who feared it hinted at Hamilton’s retirement after a challenging few races in Belgium and Hungary. However, Hamilton clarified that he is still very much in the game, focusing his efforts on Almave Humo, which utilizes Espadín agave sourced from the volcanoes of Puebla, Mexico.
Accompanying the launch, Hamilton stated on Instagram, “There’s a story in the smoke,” highlighting the craftsmanship behind the drink. Almave Humo is created using ancestral distillation techniques, intended for both festive occasions and everyday celebrations. The spirit promises to deliver both sophistication and authenticity, perfecting the art of mixology without the influence of alcohol.
Iván Saldaña, Almave’s Co-Founder and Master Distiller, credited Hamilton for driving this concept, expressing gratitude for the vision Hamilton brought to the project. Despite the initial mixed reactions from fans expecting a different announcement, many are excited to experience the new product.
This move reflects a growing trend among athletes diversifying their personal brands beyond sports, showing Hamilton’s commitment to innovation and entrepreneurship within the beverage industry. It opens up new avenues for enjoyment, allowing individuals to engage in social experiences without the effects of alcohol.