Nicholas Latifi, former Formula One driver and son of billionaire Michael Latifi, has left motorsport to launch his own tequila brand. The Canadian racer, who competed in F1 over three seasons, has now shifted his focus to the drinks industry by co-founding Leve Agave Spirit after completing an MBA at London Business School. This move positions him in direct competition with Lewis Hamilton, who launched his Almave alcohol-free tequila in 2023, adding an intriguing dimension to their shared history on the racing circuit.
Rising from Racing to Business: Latifi’s Transition
Latifi’s Formula One career began in 2020 when he joined Williams as George Russell’s teammate. His debut came at the Australian Grand Prix where he finished 11th, a respectable result for a rookie. However, his subsequent seasons failed to deliver comparable success, often marked by disappointing performances and multiple retirements. By the end of the 2022 season, Williams opted for a new driver and replaced Latifi with American Logan Sargeant.
Contrary to expectations that he would continue racing in other series such as IndyCar, Latifi decided to step away from competitive motorsport altogether. Instead, he dedicated himself to completing his MBA, a program he started in 2023 and finished in 2025, preparing for a fresh venture beyond racing.
Fateful Moment at Abu Dhabi and Its Consequences
The 2021 Abu Dhabi Grand Prix stands out as a defining moment in Latifi’s F1 career. With just over five laps remaining, he lost control of his Williams car at Turn 14, triggering a safety car period during a race-deciding event. Race director Michael Masi, initially hesitant, later allowed five lapped cars positioned between leader Lewis Hamilton and Max Verstappen to pass the safety car, reshaping the race’s final outcome.
This decision enabled Verstappen, running on newer tires, to overtake Hamilton and claim both the race victory and his first World Championship. Latifi expressed regret over his role in these events, stating,
“It was never my intention, and I can only apologise for influencing and creating an opportunity. I made a mistake.”
This incident cast a shadow over his legacy in Formula One but also showed a degree of sportsmanship as Lewis Hamilton reached out to offer support.
Building a New Brand with a Contemporary Take on Tequila
After retiring from racing, Latifi surprised many by returning to academic life rather than pursuing other motorsport opportunities. Following the completion of his MBA, he wasted no time in applying his business acumen. In November, he announced the launch of Leve Agave Spirit, a tequila brand developed with two of his London Business School classmates.
Latifi explained the concept behind Leve, aimed at aligning with modern drinking habits, saying,
“Over a year ago, along with two friends from London Business School, we set out to create a version of tequila that better fits how we drink today – socially, mindfully, and without overdoing it.”
Leve presents a mid-strength agave spirit, with an alcohol content of 22% ABV, which Latifi describes as,
“a lighter, smoother, more modern way of drinking.”
This product differentiates itself from traditional tequilas and directly contrasts with Hamilton’s alcohol-free Almave, offering a new option for consumers seeking a measured drinking experience.
Family Background and Industry Connections
Latifi’s father, Michael Latifi, made his wealth through the meat processing firm Sofina Foods and maintains a notable presence in Formula One as an owner of approximately 10 percent of the McLaren Group. This connection underscores Nicholas Latifi’s familiarity with high-profile business environments and motorsport governance, providing a background of financial support and industry insight that likely facilitated his transition from the racetrack to entrepreneurship.
The Sporting Spirits Market and What Lies Ahead
The entry of former athletes like Nicholas Latifi and Lewis Hamilton into the spirits industry illustrates a growing trend of sports figures extending their brand identities into lifestyle and luxury markets. Latifi’s launch of Leve Agave Spirit not only marks a personal reinvention but also introduces competition in a niche where Hamilton has already positioned himself.
The rivalry between the two former teammates, long shaped by tense moments on the track, now extends into their entrepreneurial pursuits. As Latifi’s tequila brand develops, its success will depend on how well it resonates with consumers seeking mindful drinking options, as well as its ability to carve out a distinct identity alongside established names like Almave.
Given his business education and family backing, Latifi’s pivot may serve as a model for athletes considering second careers after sport. Observers will be watching closely to see if Leve can disrupt the market and challenge Hamilton’s foothold, highlighting the evolving relationship between sports, business, and lifestyle brands.
