Official confirmation: What Hamilton's announcement was really about

On July 28, Hamilton posted a message on his Instagram with the date 08-08. This video showed a match burning out. What would happen? Nobody knew. Another account on Instagram seemed to have given away what the announcement was about earlier.

Almave, a kind of non-alcoholic tequila, had previously released a similar kind of video. Hamilton is working with the company, which produces the drink in Mexico. So it seemed quite clear that this would be the subject of the announcement.

Hamilton has now officially confirmed what the announcement would entail. And indeed, it was an announcement in collaboration with Almave. The non-alcoholic beverage brand is introducing a new drink, called the 'Almave Humo'.

It also becomes clear why Hamilton posted a video with a burning out match on July 28th. The 'Almave Humo' is actually a smoky non-alcoholic drink, from Espadin agave harvested at the foot of volcanoes in Puebla, Mexico.

In the comments under the video, people are mainly relieved. Some fans thought that the seven-time world champion might announce his retirement. With the announcement of the new non-alcoholic drink, that thought is temporarily dismissed.