Lewis Hamilton's ‘Follow the Smoke' Mystery finally Ignites Fan Frenzy

Yahoo

3 days ago

Lewis Hamilton's 'Follow the Smoke' Mystery finally Ignites Fan Frenzy originally appeared on Athlon Sports.
After a week of cryptic clues, Lewis Hamilton finally put the mystery to bed — and told fans to literally 'follow the smoke.' The seven-time world champion used his Instagram to unveil Almave Humo, a smoky, non-alcoholic agave spirit that Hamilton says is inspired by mezcal traditions.
Hamilton's post called Humo 'a smoky non-alcoholic spirit made with Espadin agave harvested from the foothills of volcanoes in Puebla, Mexico,' and described the project as an extension of his Almave brand.
The launch positions Humo as a zero-proof option aimed at drinkers who want the depth of mezcal-style smoke without alcohol.
The reveal didn't just satisfy curiosity — it set social feeds alight. Fans reacted with a mix of relief, surprise and pure celebration. One fan wrote, 'Yes. Finally, something for those of us that choose not to drink but can still enjoy a glass.'
Another wrote, 'Not what I expected but better than what I expected.' Fans had also linked his cryptic post to rumors about his retirement: 'You don't know the heart attack I had because I thought you were retiring!' Adding fun into the mix, another fan humorously wrote, 'Tears of joy Lewis! I'm gonna drink and drive now!!'
Hamilton has a history of using social media to drop subtle hints before major moments, whether it's new career moves, collaborations, or personal projects. This time, the buzz feels even bigger.
Whether fans pour Humo in a cocktail or sip it neat, Hamilton's 'follow the smoke' clue has delivered exactly that: a smoky, story-driven product that keeps his off-track ventures firmly in the spotlight.This story was originally reported by Athlon Sports on Aug 8, 2025, where it first appeared.
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