From Formula 1 to non-alcoholic spirits and film — Hamilton's off-track empire is accelerating faster than anything he's done behind the wheel.
Lewis Hamilton has won seven Formula 1 World Championships. He is also, quietly, building one of the most diversified athlete-founder portfolios in professional sport. Almave — his non-alcoholic agave spirit launched in partnership with Casa Lumbre in 2023 — has expanded into 14 markets and was named one of TIME's 100 best inventions of 2023. It sits alongside equity stakes in Denver Broncos, a film production company, and a forthcoming fashion line.
Hamilton's approach is deliberate. Each investment ties to a personal conviction: sustainability, inclusion, or longevity performance. Almave was built around Hamilton's own decision to cut alcohol during race seasons. The Broncos stake reflects his long-stated ambition to own a major sports franchise. His production company — Dawn Apollo Films — is currently in development on two feature projects.
What separates Hamilton from most athlete-founders is operational patience. He did not rush a product to market in year one of retirement buzz. Almave had two years of formulation before launch. The film company has been running quietly since 2021. Hamilton told the FT in March 2026: the goal is brands that exist in 30 years, not ones that ride the wave of my career.
Read the original essay — Forbes →“The goal is brands that exist in 30 years, not ones that ride the wave of my career.”
— Lewis Hamilton, Founder, Almave / Dawn Apollo Films