Lewis Hamilton surprised fans on August 8 by unveiling Almave Humo, a new non-alcoholic smoky spirit, effectively putting to rest rumors about his retirement from Formula 1. The seven-time F1 World Champion introduced this innovative drink as part of his ongoing ventures outside racing.
Initially, fans speculated that Hamilton’s cryptic announcement might signal the end of his racing career, especially after a couple of tough weekends in Belgium and Hungary. However, it became clear that instead of stepping away from motorsport, Hamilton had launched a product through Almave, the company he co-founded.
Details About Almave Humo and Its Unique Crafting Process
Almave Humo is a smoky non-alcoholic spirit crafted from Espadín agave harvested in the volcanic foothills of Puebla, Mexico. Drawing from traditional mezcal distillation methods, the drink replicates the complexity and character of a classic smoky spirit but without alcohol content.
“There’s a story in the smoke,”
the brand shared on Instagram to introduce the product.
“For festive dinners and everyday celebrations, for moments of discovery and deep connection — Humo delivers sophisticated cocktails and authenticity — beyond proof.”
— Iván Saldaña, Co-Founder and Master Distiller for Almave
Iván Saldaña credited Hamilton with inspiring the creation of Almave Humo, explaining to esses magazine that Lewis was the driving force behind the concept.
“Lewis is the one who brought us the concept, the idea and the trigger or intention and I’m very thankful for that.”
— Iván Saldaña
Fan Reactions and the Significance of This New Venture
Although some followers expressed disappointment after the buildup suggested a different announcement, most showed enthusiasm for the new product and curiosity to sample it. Comments ranged from surprise at the reveal to relief that Hamilton is not retiring.
This launch highlights Hamilton’s expanding interests beyond the racetrack, linking his passion for innovation with sustainable and alcohol-free options. Almave Humo offers consumers a sophisticated alternative that connects to cultural traditions while appealing to modern tastes.
Moving forward, Hamilton’s involvement with Almave may influence the growing market of non-alcoholic spirits, showcasing how prominent sports figures can contribute to lifestyle trends while maintaining their athletic careers.
