Mercedes F1 driver Lewis Hamilton revealed his latest business venture ahead of the 2023 Mexico City Grand Prix.
Lewis Hamilton is one of the most popular drivers on the grid. Even the FIA organization recently acknowledged his "role model status" in a recent incident investigation.
Besides spending most of his time in the seat of a Formula One car, Hamilton dedicates his time to many other passions, which he showcases on his social media.
As he says about himself in a description on his Instagram account, Hamilton is "Man on many missions." Toto Wolff recently told Gazzetta that all of Hamilton's current activities have been discussed in his current contract with Mercedes.
As an example, the Mercedes team principal recalled: "The line designed for Tommy Hilfiger, for example, his future as an entrepreneur." Lewis Hamilton said:
"I’ve always loved tequila for its taste, but there are times when I don’t want the alcohol part of the deal and I know that there is a growing group of people who want the same."
The 38-year-old mentioned there was no one better in his eyes to collaborate with than Casa Lumbre. Casa Lumbre crafts high-quality, farm-to-bottle Mexican spirits, offering distinctive sensory experiences that captivate both industry professionals and everyday consumers.
"It’s what led me to teaming up with Iván and Casa Lumbre, because I knew if anyone could make the drink I was after it would be them."
Owning an alcoholic beverage brand is currently popular among athletes, with examples like Connor McGregor (Proper 12 whiskey), Michael Jordan (Cincoro Tequila), and two F1 drivers, Daniel Ricciardo with Valtteri Bottas, who have their wine brands.
Hamilton adds his own twist to it, as his Almave tequila will not contain any alcohol. The seven-time world champion promises the authentic blue agave experience.
"With Almave, we’re all about offering a high-quality option that doesn’t compromise on the craft and flavours of tequila and provides a truly authentic nonalcoholic blue agave experience. We’ve held on to the legacy and tequila-making traditions, but what we’ve come up [with] is a spirit that’s totally unique."
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