Lewis Hamilton is continuing on the wellness fast track with his non-alcoholic spirits brand, Almave, which he cofounded with renowned distiller Iván Saldaña of Casa Lumbre Spirits in 2023.

Announced Friday, the Formula 1 driver and Saldaña are now expanding Almave’s drink selection to include a new mezcal alternative called Humo. Priced at $36.99 for a 700 ml bottle, the drink will boast the same dynamic flavors and smoky aromas traditional mezcals do, as well as undergo the same development process, just without the alcohol.

“Collaborating with Iván and the Casa Lumbre team on Almave Humo has been such a rewarding journey. We’ve pushed the boundaries to develop a product that fits into this time-honored tradition of mezcal while staying true to our original mission of providing a premium and authentic non-alcoholic drinking experience,” Hamilton exclusively told WWD.

Almave’s forthcoming alcohol-free spirit signals its first foray into the mezcal category after its release of two tequila alternatives, Ámbar and Blanco, both of which follow the same development process as the classic alcoholic spirit would.

To ensure the properties of mezcal were preserved in Humo, the team pit-roasted the center of the Espadin agave in a traditional oven with volcanic stones, adding water from the distillery’s well, too, to bring in the flavor of the volcanic soil. The agave was taken from the foot of the Popocatépetl volcano in Puebla, Mexico.

According to Hamilton, he and Saldaña had been toying with the idea of launching an Almave mezcal since they first established the brand. Yet, the two cofounders recognized the manner and maturity of the spirit, understanding it to be a drink customers find after their initial interest in tequila.

“We’ve found that many agave spirit drinkers begin with tequila, then learn about mezcals as they gain a curiosity and appreciation that inspires them to venture further into the world of agave spirits,” Saldaña said in the official press release.

Dedication to preserving the properties of favored spirits has been at the heart of the Almave mission since its inception. In the brand’s eyes, keeping a clean and balanced life shouldn’t have to mean giving up the idiosyncratic tastes of liquor.

“As I continue to focus on my passions in life, I know how important it is to prioritize balance, and with Almave Humo, we’re once again proving that you can still enjoy a delicious and complex cocktail no matter where life finds you,” Hamilton told WWD.

In recent years, there’s been an apparent shift in drinking behavior, especially among the younger generations. The sober-curious are voluntarily participating in challenges like “Dry January,” which requires them to go alcohol-free for four weeks after New Year’s Eve. These hard-set goals have subsequently led to long-term lifestyle changes, whether transitioning to completely sober or “California sober.” Indeed, Almave, among other brands, has matched this demand, growing the non-alcoholic drink market exponentially.

“There’s suddenly a lot of alternatives at a moment when consumers en masse are starting to recalibrate their approach to alcohol,”  Lucie Greene, futurist and founder of firm Light Years, told WWD in 2024. According to data from Spins, the total revenue of the non-alcoholic drinks market in the U.S. totaled about $70 million over the last 52-week period, $18 million of which came from the sales of non-alcoholic spirits. Meanwhile, the total revenue of alcohol-free beer and wine over the same time frame was roughly $37 million, per Spins.

Inspired by his own sober journey, Tom Holland ventured into the non-alcoholic drink business, launching a beer alternative brand called Bero in October 2024. Crafted in America, the brand offers four different drink options: the Double Tasty West Coast Style IPA, the Kingston Golden Pils, the Edge Hill Hazy IPA and the Noon Wheat.