Hamilton's announcement turned out to be an advertisement for a new drink.

      At the end of July, Lewis Hamilton posted a mysterious message on social media hinting at an announcement on August 8th. The released video was not very clear about what it was about, as it showed volcanoes and Lewis's own phrase: "We struck a match. Now follow the smoke." Today, the mystery of the enigmatic announcement was revealed – it turned out to be an advertisement for a new non-alcoholic drink called Almave Humo, which, according to the manufacturer, should taste reminiscent of smoky whisky varieties. What is the connection to volcanoes? The answer is in the description of Almave Humo: "Within the smoke lies history. Introducing Almave Humo – a non-alcoholic smoky beverage made from Espadín agave harvested at the foot of volcanoes in Puebla, Mexico. By adapting traditional distillation methods, Humo offers the depth and intrigue of a traditional smoky drink without alcohol." Lewis Hamilton is among the shareholders of Almave, along with the major French corporation Pernod Ricard.