Formula 1 journalist Joe Saward reports that Lewis Hamilton may be considering “sponsoring” himself through his non-alcoholic tequila brand, Almave, when he joins Ferrari in 2025. As a result, the 2025 Ferrari car could sport Almave decals .
Revealing that the seven-time Formula One champion’s non-alcoholic tequila brand could be a Ferrari sponsor next year, Saward said in his Green notebook:
“An interesting rumor in the Singapore paddock was that Lewis Hamilton could end up sponsoring himself at Ferrari. OK, this seems a little strange, but in August, French giant Pernod Ricard, the second-largest wine and spirits company in the world, bought an alcohol-free tequila brand called Almave, which just so happens to be owned by a certain L . Hamilton, in collaboration with the Copper company, which formerly managed it, and with a Mexican distillery called Casa Lumbre.
“The objective of the alliance with Pernod Ricard was to use the French company for global distribution and to capitalize on its experience in creating new brands. It is said that Almave could become a sponsor of Ferrari next year.
Just a few weeks ago, the 39-year-old Mercedes driver revealed his new collaboration with Pernod Ricard. Speaking on the new partnership, Hamilton said:
“When I decided to embark on this project, it was important for me to find partners who could help me realize my vision without compromise.
“I am proud that we were able to achieve this, not only in terms of quality and taste, but also with real ingredients and ancestral techniques.
“Casa Lumbre was best in class in the first part of this journey and I am proud of what we have accomplished together in such a context. [short] period of time. It’s great that Pernod Ricard has now become an official shareholder of Almave; allowing us to unlock the potential of the next stage of our journey and help introduce Almave to even more people around the world.
Furthermore, Alexandre Ricard, Chairman and CEO of Pernod Ricard declared:
“With Almave, Lewis Hamilton and Casa Lumbre have designed something truly exceptional in terms of quality, taste and positioning. Agave is a highly sought after category worldwide.
“Having a non-alcoholic proposition in our premium portfolio that fully pays homage to the craftsmanship and know-how of its traditional distillation makes it a true gem. »
In February, Hamilton confirmed his move to Ferrari, marking a significant change in his Formula 1 journey. After 11 years and six championship victories with Mercedes, Hamilton decided to leave the team following the challenges faced in the era of ground effect. He is now aiming to win his elusive eighth title with Ferrari.
