Lewis Hamilton recently made the most “genius” move in order to launch his own non-alcoholic beverage collection, Almave. The account was first noticed when the burner accounts of all drivers were exposed.
The unique and completely cryptic username of the account had doubts come up as many tried to decode the message. Soon enough Hamilton proved his genius as he claimed the marketing department as his forte.
The Mercedes star first started promoting a very “refreshing drink” at the Japanese Grand Prix. The tensions rising between him and his teammate surely were flushed down with his campaign for Almave.
The non-alcoholic beverage now launched and ready to be stocked in the marketplace has more than 15K followers on Instagram. This would not be his first business. The driver has been involved with creating a chain of businesses that promotes a healthy lifestyle.
First tease for Almave👀 Lewis you’ve got us intrigued!! pic.twitter.com/9iwJqvkQEQ
— The 44 (@_the44) October 23, 2023
His first joint for the Neat Burger in New York started with the famous “Titanic” actor has reached milestones and continues to grow. Almave has now become a one-of-a-kind business. The non-alcoholic drink includes the blue agave that Almave will be the first to use to make a non-alcoholic beverage.
Lewis Hamilton on his involvement in the Almave process
Lewis Hamilton talked about the process of coming up with a business idea in the first place. He also mentioned his key involvement in the process of working with Ivan Saldana for Almave. Hamilton has successfully started his own businesses which have brought him major success outside the sport. So Almave and his promotion for the drink was quite captivating. The driver told WWD,
“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 driver adopted a healthy and greener lifestyle a few years back which saw him turning to veganism and a ban on alcohol. He continued,
“It’s what led me to team up with Iván and Casa Lumbre because I knew if anyone could make the drink I was after it would be them. With Almave, we’re all about offering a high-quality option that doesn’t compromise on the craft and flavors 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.”
Ivan Saldaña on Almave: “It was truly working alongside Lewis Hamilton who shared my passion for this project that made it even more fulfilling.”
“Lewis has always inspired me so when he approached us to work on Almave together, it was an easy ‘yes.’ Only someone with a true… pic.twitter.com/JsLSrXpdok
— deni (@fiagirly) October 25, 2023
Ivan Saldana mentioned working alongside “fulfilling” due to the shared passion in the department of creating beverages. The business partner and co-founder of Almave also bowed to the creativity and passion of the seven-time Formula 1 champion.
How much does it cost and where can you buy it?
Almave is a non-alcoholic beverage. It is understood that the beverage is made from blue agave. However, blue agave is mostly used in the process of creating alcoholic beverages. But in order to do so, the blue agave is fermented which makes a beverage alcoholic.
Nonetheless, for Almave, it was not the path for them. Almave used blue agave however, completely skipped the fermentation process which made it alcoholic, and turned up with a refreshing non-alcoholic drink.
Lewis Hamilton’s drink, Almave, is the only nonalcoholic product to use the blue agave, according to the company. It’s much like making tequila, but skips the fermentation process where the liquid becomes alcohol.
They offer two nonalcoholic options: Almave Ámbar, which is… pic.twitter.com/xabtx1cmPk
— deni (@fiagirly) October 25, 2023
The drink is available in two different flavors as of now. The first option is the Almave Ámbar, which is made for sipping and the other is the Almave Blanco, made for mixing.
The retail price for these drinks is anywhere between $36.99 to $38.99 for a good 23-ounce bottle. The Almave beverage has plans to enter the market through retail stores and bars in the US. It also has plans to make a launch in selected international stores by 2024.