Ahead of this weekend’s Mexico City Grand Prix, Hamilton’s new product has been crafted similarly to tequila, made from the country’s blue agave.

The non-alcoholic drink follows the tequila-making process but skips the fermentation step where the liquid becomes alcohol.

It officially launches on Thursday in the United States, with it being available in select international markets from 2024.

Consumers will be able to buy ‘Almave Ambar’ for sipping, and ‘Almave Blanco’ for mixing.

In a statement to WWD, Hamilton explained his thought process behind ‘Almave’.

“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,” Hamilton said.

“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.

“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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