F1 champion Lewis Hamilton's Almave puts alcohol-free cocktails in 1,100 Target stores

Lewis Hamilton's non-alcoholic agave brand Almave has launched a line of ready-to-drink cocktails exclusively at Target Corp., putting the seven-time Formula 1 world champion's drinks business in about 1,100 U.S. stores.

The range went on sale on Nov. 10 and includes a Classic Margarita and a Paloma, each sold in four-packs of 12-ounce cans for $12.99. A six-pack variety pack with both flavors, available only at Target, sells for $17.99. The cans are made with real blue agave, like the brand's bottled spirits.

Target already stocks Almave's non-alcoholic tequila and mezcal alternatives. Almave Blanco sells for $29.99 a bottle in its stores.

"These are proper cocktails, made with the know-how of a master distiller," Hamilton said in a question-and-answer session published by Target. "Our benchmark was simple: to be the best-tasting option."

The 41-year-old Ferrari driver said the cans open new occasions for the brand. "We're just getting started," he said. "The cans let us go where the bottle can't."

He added: "Everyone at that table deserves a great cocktail in their hand, whether they want alcohol or not."

From bottle to can

Hamilton co-founded Almave with Iván Saldaña, master distiller at Mexico's Casa Lumbre, and launched it in late 2023 with Almave Blanco, which the company bills as the first non-alcoholic spirit made from real blue agave. Almave Ambar followed, and in August 2025 the brand added Almave Humo, a smoky mezcal alternative. Pernod Ricard SA, the French spirits maker, invested in the business in 2024.

The brand has picked up industry recognition along the way. It was named best non-alcoholic spirit brand at the 2025 Rolling Stone Spirit Awards, and its Blanco was named non-alcoholic agave spirit of 2025 at the New York International Spirits Competition.

The push into canned cocktails comes as Target leans into low- and no-alcohol drinks, a category it has promoted heavily around Dry January in recent years. The Minneapolis-based retailer runs nearly 2,000 stores and reported more than $105 billion in revenue in its last financial year.

Hamilton has built a business portfolio that stretches well beyond racing. He owns a stake in the NFL's Denver Broncos, is an early backer of plant-based restaurant chain Neat Burger and runs fashion label +44. He moved to Ferrari from Mercedes at the start of the 2025 season after winning six of his seven world titles with the German team.