We’ve witnessed quite a few interesting brand launches and collaborations, especially those with celebrities. But the one we are about to explore today is quite the launch campaign. The F1 Champ Lewis Hamilton got everyone talking about his new brand launch without even mentioning the brand name. We’d like to believe that it was a genius marketing move!
We’re talking about the super cool Lewis Hamilton launching his own non-alcoholic drink made using Blue Agave and closely following the techniques used to produce Tequila, called “Almave.” And the way this launch unfolded is quite interesting to learn! After the Japanese Grand Prix, Lewis was seen drinking a beverage during an interview. Now being a celebrity with millions of followers keeping note of your every move, this peculiar beverage also came into people’s eyes and they were immediately intrigued to know what was this F1 racer drinking.
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The Masterplan
The launch is not so much about what was done but how it was done. In the above-mentioned interview, Lewis Hamilton took a sip of his beverage, then paused to look at it and exclaimed, “So good!” There was no brand name or logo or packaging in sight. It was just a glass with this suddenly interesting beverage. But Lewis and the brand’s marketing team knew that his loyal fanbase would immediately get to work to decode what exactly is this “so good” beverage.
The next step of this masterplan was launching a page on Instagram with a cryptic username which was only followed by Lewis. And as predicted, Team LH put on their thinking caps and finally decoded the brand name and its launch date. A fan explained, “People, I don’t know if you already know but think teamLH discovered what does this mean..So evamla, backwards is ALMAVE (a non alcoholic agave drink) that is going to be available on the 26th of October. So l don’t if it’s true but WE WILL SEE!”
Right after the Japanese Grand Prix, came the Mexican Grand Prix. This time Lewis was spotted holding a bottle while entering the circuit. And it was the buzz of the town. An Instagram user appreciated the move, calling it brilliant while further adding, “Sell experience till the brand name becomes synonymous with the experience.”
The Motive
The Mercedes driver’s foray into the world of non-alcoholic spirits is more than just a business venture; it’s a personal statement. Admitting to Vogue, he told them that he’s now looking at a life without alcohol, and his latest business venture helps him do it. He has also stopped drinking alcohol, citing significant improvements in his well-being and racing performance, coinciding with the launch of his non-alcoholic spirit, Almave.
The Mercedes driver said of his new venture: “There’s a huge appetite for quality alternatives for those times when people don’t want to drink alcohol but also don’t want to compromise on flavour, which is why it was important that our product includes agave to reflect the taste of conventional tequila. I think it tastes amazing and what we have created is unlike anything else on the market.”
Launching Almave with Casa Lumbre, Hamilton has been intimately involved in its creation. This isn’t just a case of a celebrity lending their name to a product; it’s about crafting something from the ground up. He worked closely with co-founder and master distiller Iván Saldaña on everything in the business from the ground up. The decision to enter the non-alcoholic spirits industry was informed by a booming market and a personal alignment with the sober-curious movement.
About Almave
Almave offers two alternatives: Almave Blanco for cocktails and the herbaceous Almave Ámbar to be sipped on the rocks, providing a social solution that aligns with Hamilton’s lifestyle. Almave Ámbar will retail at $39.99 per 700ml bottle of Almave Blanco will retail at $35.99 per 700ml. These will roll out to retailers and bars nationally in the US (and internationally in select regions) in 2024. Fans can also join the waiting list for the alcohol-free spirit.
After four months of sobriety, he’s noticed significant benefits. Through Almave, Hamilton is not only solving his own dilemma but also addressing a wider societal issue, the pressure of alcohol in social situations, particularly for younger adults. “You have that one shot and are like, ‘Damn, why did I do that?’ when you get home,” he reflects on the familiar regret many face, “I was like, wow, that’s kind of crazy how I’m feeling pressured. And I realised, how can I be feeling pressure at 38? Imagine young 18 year olds.“
Lewis Hamilton did not even utter the brand’s name nor showcased any aspect of it or made any announcements, yet it got the whole Internet talking about it. Well now, isn’t that what genius marketing is all about?
