Latest news with #FormulaOne™
Business Wire
08-08-2025
- Business
- Business Wire
Lewis Hamilton and Casa Lumbre Unveil Almave Humo, a Mezcal Alternative, Driving Further Expansion of Authenticity in the Non-Alcoholic Category
NEW YORK--(BUSINESS WIRE)--Today, Almave, the first non-alcoholic agave spirit co-founded by Seven-Time Formula One™ Champion and Entrepreneur Lewis Hamilton and Master Distiller Iván Saldaña of Casa Lumbre Spirits, announced the launch of Almave Humo, a non-alcoholic mezcal alternative. Made with Espadin agave harvested from the foot of the Popocatépetl volcano in Puebla, Mexico, Almave Humo features rich and smoky depth that consumers expect from a fine mezcal, without the alcohol, creating an elevated, authentic drinking experience. Entering an entirely new category, Almave Humo not only fills a significant whitespace in the market but also redefines the non-alcoholic landscape through the adaptation of the time-honored method of mezcal production. This process includes pit-roasting the agave piñas in a traditional oven with fire and volcanic stones, and utilizing water from the distillery's well, enriched with complex flavors from the surrounding volcanic soil. 'We've found that many agave spirit drinkers begin with tequila, then learn about mezcales as they gain a curiosity and appreciation that inspires them to venture further into the world of agave spirits,' said Iván Saldaña, Almave's Master Distiller and a Co-Founder of Casa Lumbre Spirits. 'Almave Humo offers distinct, smoky notes for those seeking complex cocktails while embracing a lifestyle beyond proof. Our contributions to the NA category have proven that we are pioneering a new drinking culture that meets the needs of today's evolved consumer. It's been such a rewarding and eye-opening experience expanding Almave's portfolio, and I'm looking forward to building upon our innovation for what's to come next.' 'Iván and I have been talking about exploring further into the discovery of mezcal since launching Almave, so I'm super excited that we're now bringing Almave Humo to the table,' said Co-founder Lewis Hamilton. 'I've learned so much from Iván's dedication to agave, and I'm proud of what we've achieved with this latest innovation. I think Almave drinkers will really enjoy the unique, smoky taste of Almave Humo, and I'm excited to see how they incorporate it into their gatherings, celebrations, and beyond.' Almave Humo is bottled in the same premium, distinguishable packaging as the company's core agave spirits–Almave Ámbar and Almave Blanco–but with a velvety, matte finish as a nod to its smokiness. It is available for purchase starting today, August 8, 2025, on retailing for $36.99 per 700mL bottle. For more information, please visit or follow along on Instagram using @almave. ABOUT ALMAVE DISTILLED NON-ALCOHOLIC AGAVE SPIRITS Almave Distilled Non-Alcoholic Agave Spirit is the first non-alcoholic spirits brand made following the same processes as tequila and mezcal. Created from the highly coveted agave plant harvested in Mexico, Almave Spirits are made with excellence and authenticity in mind. Offered in Almave Ámbar, Almave Blanco, and Almave Humo, Almave is perfect for sipping or mixing into your favorite cocktail. Founded by seven-time Formula One™ champion and entrepreneur Lewis Hamilton and Casa Lumbre, spirit innovators for over 25 years, Almave Agave Spirit embodies the shared vision and motivation of the team to continuously perfect their craft and to push the boundaries of innovation to create the first non-alcoholic agave spirit that takes the taste and craft of tequila and mezcal beyond proof. Born and based in Mexico, Casa Lumbre is a global spirits company that develops, produces, and incubates premium, award-winning spirits. Originally known for Mezcals, Liqueurs and Tequilas, Casa Lumbre continues to tap into its global values and perspective to expand beyond Mexican distillates.
Express Tribune
02-05-2025
- Automotive
- Express Tribune
Hollywood and Formula 1 collide as IWC celebrates F1 film with Mercedes stars in Miami
In a high-octane fusion of film and motorsport, IWC Schaffhausen celebrated its partnership with the upcoming F1 movie during the Miami Grand Prix weekend. The exclusive event featured Mercedes-AMG PETRONAS Formula One™ Team Principal Toto Wolff and driver George Russell, alongside Hollywood powerhouses including producer Jerry Bruckheimer and stars Kerry Condon and Simone Ashley. The collaboration marked a unique crossover as real Formula 1 met its cinematic counterpart. The film, which stars Brad Pitt and Damson Idris, was shot over two years at actual Formula 1 Grands Prix™, providing fans with an unprecedented level of realism. Mercedes driver George Russell spoke about the surreal moment of sharing a podium with Brad Pitt and his excitement heading into the Miami Grand Prix. Producer Jerry Bruckheimer and actresses Kerry Condon and Simone Ashley expressed their thrill at shooting during live F1 races, emphasizing the film's commitment to authenticity. Toto Wolff echoed this, calling the movie a true representation of the sport's spirit and adrenaline. IWC Schaffhausen, a long-time Mercedes-AMG PETRONAS partner, also sponsors APXGP, the fictional 11th team featured in the film. As part of the project, IWC designed an exclusive APXGP watch collection, worn on-screen by Brad Pitt's character Sonny Hayes and other cast members. The Ingenieur Automatic 40 with its striking green dial is the star of the collection and was showcased at the event. The celebration not only highlighted the synergy between Hollywood and Formula 1 but also positioned the F1 movie as one of the most authentic motorsport films ever produced.
Yahoo
24-04-2025
- Entertainment
- Yahoo
ASTON MARTIN ARAMCO FORMULA ONE™ TEAM LAUNCHES COLLABORATION WITH THE ROLLING STONES
SILVERSTONE, England, April 24, 2025 /PRNewswire/ -- Aston Martin Aramco has teamed up with British rock royalty, the Rolling Stones, with an ultra-exclusive, co-branded merchandise collection fusing the speed and precision of Formula One™ with the rebellious spirit of rock and roll. The limited-edition collection includes hoodies, tees and caps sporting one of the world's most instantly recognisable symbols of rock and roll – the famous Rolling Stones tongue logo – blended with the iconic Aston Martin wings. Launching exclusively at The Rolling Stones store, RS No.9 Carnaby Street in London's Soho on Thursday 24 April, a selection of Aston Martin Aramco fans have won the chance to attend the launch event and will be the very first to purchase the collection. Members of the team's fan programme, I / AM, will get priority access to the merchandise on the Aston Martin Aramco official online store on Friday 25 April. For early access to the collection, fans can sign-up and explore at: The collaboration launched this week with a digital campaign, with content featuring the Stone's song 'Hot Stuff' as the centrepiece. The collection builds on the team's expansion into wider culture across music, fashion and sport, and comes after a memorable collaboration with Tems at F1 75 Live at the O2 Arena earlier this year. Miss the first DROP? Further exclusive I/AM DROPS will be revealed throughout the season. Rob Bloom, Chief Marketing Officer, Aston Martin Aramco Formula One™ Team: "This collaboration with The Rolling Stones combines two British icons famed for passion and style. The activation forms part of our wider strategy to bring the team into new spaces across genres including music, fashion and sport. This is just the beginning, with several exciting projects to land in the coming months." David Boyne, Managing Director, Bravado UK: "This capsule collection brings together two British icons, blending fresh takes on classic Rolling Stones imagery with inspiration from the precision and performance of the Aston Martin Aramco Formula One™ team. Each piece reflects a shared passion for legacy, innovation, and energy. We're confident that fans of both the Rolling Stones and Aston Martin Aramco Formula One™ will connect with the story behind this unique collaboration." Photo - - View original content to download multimedia:
