Lewis Hamilton has encountered significant difficulties off the racetrack as his vegan fast food venture, Neat Burger, has entered liquidation as of July 22, 2025. The seven-time world champion co-founded the company in 2019 along with Hollywood actor Leonardo DiCaprio, aiming to capitalize on the plant-based food market.
This development compounds Hamilton’s challenging 2025 racing season, which has seen him struggle to match expectations at Ferrari. Following the Hungarian Grand Prix and during the summer break, Hamilton is now facing serious financial and operational setbacks related to his business.
Neat Burger’s Financial Troubles and Store Closures
Neat Burger expanded quickly after its launch, opening numerous outlets in London and later branching out to cities like Milan and New York. Despite early promise, the company has been plagued by heavy financial losses, reportedly reaching around £7.9 million ($10.6 million) in 2022. This level of loss prompted a series of closures, including half of its UK locations in 2023 and the New York store in 2024.
In April 2025, further closures were announced as the remaining UK stores were shut down amid persistent financial and operational difficulties. FRP Advisory was appointed liquidator to oversee the winding down of the business. These challenges mark a stark contrast to the initial optimism surrounding the brand’s prospects.
Lewis Hamilton’s Racing Year: Struggles Continue at Ferrari
While Neat Burger’s liquidation unfolds, Hamilton has also experienced a difficult season on track. Competing for Ferrari, he has yet to claim a podium finish after 14 races in 2025. His struggles have been highlighted by teammate Charles Leclerc’s strong performance, which includes five podium finishes to date. As Hamilton prepares to return to racing at the Dutch Grand Prix, he faces pressure to improve results and regain momentum.
New Venture: Launch of Almave’s Non-Alcoholic Spirit
Despite these setbacks, Hamilton’s business endeavors are not without some positive developments. On August 8, he announced the launch of a new non-alcoholic tequila product under his Almave Spirits brand. The spirit, named Humo, is a smoky agave drink introduced via Hamilton’s social media following a teaser about “smoke.”
The new addition utilizes Espadín agave grown in the foothills of volcanoes near Puebla, Mexico. Hamilton’s Almave brand was launched in October 2023 through a partnership with Casa Lumbre’s Master Distiller Ivan Saldana, aiming to create the world’s first distilled non-alcoholic Blue Agave spirit. Currently, Almave products are available in select countries including the US, UK, and Mexico.
“Espadín agave harvested from the foothills of volcanoes in Puebla, Mexico.”
—Company statement
With this new product, Hamilton demonstrates ongoing commitment to expanding his entrepreneurial portfolio, even as challenges persist with Neat Burger. The future will reveal whether Humo can replicate success in the competitive spirits market.
Significance and Outlook for Hamilton’s Business and Racing Goals
The liquidation of Neat Burger represents a significant blow to Lewis Hamilton’s off-track ventures during an already testing phase of his racing career. The financial losses and store closures underscore the difficulties in scaling vegan fast food internationally. Meanwhile, Hamilton’s performance struggles at Ferrari add further pressure as he aims to salvage his 2025 season.
However, the launch of Humo under the Almave brand offers a promising new direction in the non-alcoholic beverage sector, highlighting Hamilton’s resilience in business innovation. As he returns to racing at the Dutch Grand Prix, the combined impact of these developments will shape both his sporting and commercial trajectories going forward.
