Instagram/@lewishamilton
Formula One legend Lewis Hamilton and his alcohol-free spirit Almave have welcomed the New Year with a meditative note. The brand’s account posted a wish that invited the audience to ‘make a toast to the future’, and it was along with a letter from Hamilton himself for the coming year. This is yet another step in the former champion’s adventure into the world of drinks, which is combining his personal philosophy and business aspirations.
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The international fan base of Hamilton received the message and reacted to it instantly with a flood of positive and loving comments. Many took the chance to directly express their wishes to the racer for the 2026 season, which is particularly significant as he is making a high-profile switch to the Scuderia Ferrari team.
One of the users wrote, ‘Happy 2026 Lewis, have an amazing year,’ signifying the upbeat mood that many were conveying. Another user commented, ‘Happy new year lewis! onto an even better one,’ which only added to the hopeful atmosphere. The comment section turned to a place for applauding, and a lot of fans continually demonstrated their support for Hamilton not only during the races but also on the personal side.
Besides the congratulations, a theme of resilience and self-identity emerged. Most of the comments were like encouraging statements, almost as if they were addressing the difficulties of the last race season. One user commented, ‘Never forget who you are!’ This was a strong plea from one user. Another user commented, ‘Don’t forget who you are mate, don’t forget…’ which was suggesting that there is a fanbase that is very much aware of the stress their superstar is going through.
This caring attitude was heard from a user who made a powerful gesture by comparing Hamilton to the other sports legends. ‘For me… you are the best Racing Driver F1 has ever had,’ the comment began. It continued with: ‘You are a true People’s Champion… Don’t hang your Head Lewis and never doubt your Talent.’ This perspective, which sets Hamilton’s path alongside that of Muhammad Ali, highlights the great cultural impact of the driver beyond his sport.
The business side of the post for Almave was also acknowledged. A good number of replies indicated that the users were highly interested in the product itself. ‘The drink of champions,’ was one concise comment. Some interpreted it as a hint: ‘I need to go get a bottle of Almave and have a glass in the name of the goat,’ one fan declared, while another said, ‘drop Almave to Spain need to try it!!’
Still, there were some dissonant elements in the online communication. A series of rude and insulting comments were made in Italian and aimed at Hamilton. These comments, which were not in line with the platform’s policies, created a stark contrast to the prevailing positivity and were probably reported by other users. Their existence is a sad reminder that public figures, especially if they are of color, are always subject to hostility even during celebrations.
Other comments were product-centered and one user even went as far as to suggest new versions: ‘I’d love to see something infused with ashwagandha or something ‘calming’ for a natural way to relax.’ This points out that the brand has a wellness and interactive savvy clientele, which is a part of Almave’s positioning.
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Looking at Hamilton’s partnership with Almave, one sees that it is not merely a New Year greeting; rather, it is the perfect blend of personal marketing and commercial outreach strategy. The artist not only associates his personal letter with the brand’s message but also reinforces the authenticity of the bond between his values—mindfulness, constant evolution, and alcohol-free partying—and the beverage he co-created as a partner. Public reaction, which consisted of enthusiastic support, consumer interest, and, regrettably, a hateful backlash, is indicative of the intricacies of his public relationships. The 2026 F1 season is approaching, and this New Year reflection moment not only lays the foundation for a significant year in the life and business of Hamilton but also in his legendary career and expanding brand portfolio. The annual end-of-season dinner is a tradition for drivers. His recent heartfelt New York City reflection sparked rumors, and he has also revealed unfinished goals in a new campaign. Amidst his racing career, Hamilton has begun to shift focus to Hollywood filmmaking.
This story originally appeared on Celebrityinsider
