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Formula 1 star Lewis Hamilton continues his mission to concoct the best pre-race cocktail under Almave, his zero-proof spirits brand created with co-founder and master distiller Iván Saldaña.
The seven-time F1 champ has unveiled Almave Humo, a new mezcal alternative available at the company’s website and on Amazon. Priced at $36.99 for a 700mL bottle, the alcohol-free concoction is “made with Espadin agave harvested from the foot of the Popocatépetl volcano in Puebla, Mexico [created by] pit-roasting the agave piñas in a traditional oven with fire and volcanic stones” and enriching it with the distillery’s well water, which adds a deep, smoky flavor. The result gives a “velvety, matte finish” for those who want to mix tipsiness-free drinks.
“Iván has been incredible to work with, and it’s important to me to align myself with people who are passionate about the process and products put out, especially in business,” Hamilton tells THR over email. “Even before launching Almave, we’ve been diving deep into the world of agave together and talking about exploring further into the discovery of mezcal. Iván understands the importance of authenticity and has captured the complex smokiness of a traditional mezcal for Almave Humo.”
The 40-year-old Ferrari driver adds, “first and foremost, I’m a racing driver, but I’ve always had a passion for entrepreneurship. I like to do things my own way. Almave has given me the opportunity to choose a business venture that I not only believe in personally, but that I can approach with the same perfectionist mindset that I bring to my day job as an F1 driver.”
Hamilton notes that unlike on the track, there’s no race to churn out new expressions of Almave.
“We created Humo through the lens of bringing a new dimension to the non-alcoholic cocktail experience, with even more depth and sophistication. We collaborated to get the formula right, hitting the perfect taste and texture, and focused heavily on authenticity. Almave was never about creating just another non-alcoholic beverage; instead, we wanted to honor the true essence of agave and authenticity — and that’s something I take with me during the race season, and beyond,” he says.
Shop Hamilton’s new Almavo Humo online for $36.99 at almave.com.
