From Formula 1 tracks to Mexican distilleries, Lewis Hamilton continues to stamp his mark. After his debut in the spirits world with Almave, the British champion returns to the spotlight with Humo, a non-alcoholic spirit that reinterprets the smoky soul of mezcal with a contemporary twist.
Made from Espadín agave, grown on the slopes of Puebla's volcanoes, Humo is born from a process that faithfully follows artisanal tradition: the pineapples are cooked in underground ovens with volcanic stones, infusing the distillate with deep and lingering smoky notes. Unlike mezcal, however, the final product is completely alcohol-free.
Officially launched on August 8, 2025, Humo is the third installment of the Almave project, born from the collaboration between Hamilton and Iván Saldaña, renowned Mexican master distiller and co-founder of the renowned Casa Lumbre distillery. The spirit joins the two variants already on the market—Ámbar and Blanco—bringing a new flavor dimension, designed for those seeking uncompromising sensory complexity.
“Humo represents a perfect balance between authenticity and innovation,” Hamilton said. “A product created for those who want to live consciously, without sacrificing the taste and ritual of a good drink.”
The price is around $36,99 for a 700ml bottle, available online on the brand's official website. With the strategic support of Pernod Ricard, which recently acquired a minority stake in Almave, the goal is clear: to bring a new vision of conscious drinking to a global scale, leveraging quality, cultural roots, and sophisticated design.
Almave's expansion—and the arrival of Humo—are part of a broader context: the market for low- and no-alcohol spirits is rapidly growing, driven by a public increasingly concerned about health and the quality of ingredients. In this scenario, Hamilton isn't just lending its face, but also becoming an ambassador for a cultural shift that looks to the future while preserving the value of tradition.