Source: USA TODAY Sports/Gary A. Vasquez
[Saba Sports News] According to recent reports from Italian media, Lewis Hamilton, who will join Ferrari next season, will start a new collaboration with the team. Hamilton plans to sponsor Ferrari with his non-alcoholic tequila brand. This brand, called Almave, was co-founded by Hamilton and others in 2023. Almave uses the same raw materials and production locations as traditional tequila but skips the fermentation process that produces alcohol, preserving the flavor of tequila without containing alcohol. Its launch caters to consumers who wish to avoid alcohol without compromising on taste. This means that Almave is not only emerging in the beverage market but will also occupy a place in the commercial sponsorship field of F1 racing. Additionally, Hamilton’s personal sponsors, including energy drink Monster, fashion giants Puma and Tommy Hilfiger, will also follow him to Ferrari, and these brands may appear on the livery of next year’s Ferrari SF25, bringing more commercial value to the team.