Hamilton's non-alcoholic spirit Almave - the brand behind the F1 star's announcement

The seven-time world champion teased 08.08 on his social media, together with the caption: "We’ve struck the match. Now follow the smoke." That was connected to brand's latest product, Almave Humo.

The drinking brand is not a tequila as it marks on its website, but a "non-alcoholic blue agave spirit that takes the craft of tequila beyond proof."

Blue agave is grown and harvested for making tequila. Using that plant, Hamilton's aim was to also honours the soul of the drink with including the Spanish word "alma" (soul) in the brand's name, following the traditions of Jalisco.

The seven-time F1 world champion created the brand, because he found authentic and quality options lacking in terms of non-alcoholic versions. He teamed up with Iván Saldaña, the Casa Lumbre Master Distiller, who has more than 20 years of experience working with blue agave.

Currently, there are three flavors available:

- "Humo" (Ash), the latest version, that comes from Espadin agave being harvested on the foot of volcanoes in Puebla.

- "Blanco" (White) that is recommended for mixing.

- "Ámbar" (Amber) that is characterised by bold flavour and spice.

The item could be shipped within both the United Kingdom and the United States, but not available worldwide.