Lewis Hamilton on why Singapore is ‘one of the most demanding races’ – and what he’s bringing off-track

Lewis Hamilton, the seven-time Formula One world champion, is set to compete in the Singapore Grand Prix on Sunday, Oct 11, at the Marina Bay Street Circuit. Before the race, the multi-talented athlete will participate in the Southeast Asian launch of his lifestyle brand Plus44 (+44) and non-alcoholic spirit brand Almave in Singapore, organized by Marina Bay Sands (MBS).

The collaboration will feature three activations: a +44 pop-up with a limited-edition capsule collection, the launch of The Lewis, a zero-proof cocktail co-created by Hamilton and the Almave team, and The Almave Circuit, a range of bespoke Almave cocktails exclusive to MBS.

Hamilton's +44 brand, launched in 2022, has grown into a streetwear label that appeals to both racing fans and non-racing enthusiasts. The brand has collaborated with renowned creatives, including Japanese artist Takashi Murakami and illustrator Ralph Steadman. This year, Hamilton is partnering with Singaporean artist Jahan Loh to create a capsule collection inspired by racing culture.

Hamilton emphasizes that +44 is about empowering his fans to express themselves through fashion, rather than merely putting his name on clothing.

Almave, on the other hand, is a non-alcoholic blue agave spirit created by Hamilton and master distiller Ivan Saldana. Launched in 2023, Almave aims to provide a great-tasting, authentic non-alcoholic alternative for those seeking a non-alcoholic option. Hamilton was motivated to create Almave after finding no genuinely good-tasting, authentically-made non-alcoholic tequila on the market. The global non-alcoholic category has seen exponential growth in recent years, making Almave a timely addition to the market.

Preparing for the Singapore Grand Prix, Hamilton focuses on acclimatization, hydration, and maintaining physical and mental fitness. The race itself is described as one of the most demanding, pushing drivers to their limits due to the intense heat, humidity, and the track's relentless nature. Hamilton emphasizes the importance of staying focused throughout the race, as there is little room for error. Despite the challenges, winning the Singapore Grand Prix always feels like a significant achievement.