On the eve of the Formula 1 Mexican Grand Prix, Lewis Hamilton, driver of the Mercedes team, temporarily stepped away from the track to embark on a new venture. Through an announcement on his social networks on the 25th of this Wednesday, the British pilot revealed his foray into the drinks market, focusing on the non-alcoholic tequila segment.
The seven-time Formula 1 world champion employed his experience behind the wheel and his awareness of the importance of not driving under the influence of alcohol when joining forces with Iván Saldaña and Casa Lumbre. This partnership resulted in the creation of Almave, the first and only non-alcoholic tequila brand in the world. Almave is produced from the blue agave, a plant found in Mexico and the central ingredient in the production of tequila.
The official launch of Almave is scheduled for next Thursday. On his social networks, Lewis Hamilton celebrated this partnership and shared its influence, as well as the reasons that led him to get involved in the project. He stated: “Almave is for people like me, who are always pushing the limits of what is possible, enjoy the taste of tequila, but are committed to balance, longevity and a fulfilling life.”
Hamilton confessed his fondness for tequila and said, “When I met Saldaña, it was clear that we are both tequila enthusiasts and that there was room for something in the market. Almave adopts traditional tequila production practices to create an alcohol-free spirit that doesn’t compromise the taste or the quality. I’m very proud to be one of the founders. I hope you guys approach this with an open mind, try it and love it as much as I do.”This launch takes place in the week before the Formula 1 Mexican Grand Prix. Currently occupying third place in the drivers’ world championship, Hamilton is looking for his first victory of the season and runner-up.