Lewis Hamilton traded his racing schedule for a miniature shopping trip this week. The seven-time Formula 1 world champion stopped by #TinyTarget, a branded miniature retail set, to celebrate his non-alcoholic agave spirit brand Almave making its debut on Target shelves.
It’s a genuine milestone for the brand. Almave is now available at Target stores across the country, putting it within reach of millions of shoppers. Target marked the launch by setting up one of its TinyTarget activations – a pint-sized, fully styled version of one of its stores.
Hamilton brought @agabiotico along for the occasion. The two put their precision pouring skills to the test on camera at the miniature set. It was a fitting challenge for a brand all about the craft of the pour.
On Instagram, Target described the visit as “a Target run at championship pace,” and noted that Hamilton and @agabiotico also browsed the tiny aisles and picked up some of their favorite Target finds.
The full episode is now available through the link in Target’s bio.
Almave is Hamilton’s non-alcoholic agave spirit label. He co-founded the brand to create something genuinely premium for people who prefer to skip the alcohol. It’s designed to taste, feel, and look like a proper spirit – the kind of thing you’d be happy to put on a bar cart. Non-alcoholic spirits have become one of the fastest-growing categories in the drinks industry in recent years. Getting Almave onto Target shelves puts it in front of an enormous new audience.
Hamilton has been steadily building his business portfolio alongside his racing career. He has investments in fashion, beauty, and sports. Almave fits into his wider interest in wellness and intentional living. The Target deal gives the brand a real physical home in one of the most widely visited stores in the country. That’s a meaningful step for any beverage label, celebrity-backed or otherwise.
The TinyTarget format gave the whole launch a warm, whimsical feel. There’s something genuinely charming about watching a seven-time world champion carefully pour from a tiny bottle into a tiny glass inside a miniature store. Hamilton seemed to enjoy every second of it. @agabiotico brought a fun, competitive edge to the precision challenge.
Target’s TinyTarget activations have become a recognizable way for the retailer to celebrate product launches with personality. A brand built around thoughtful consumption pairs naturally with a challenge about care and precision. Both are about slowing down and getting it right.
Hamilton has raced in Formula 1 since 2007 and holds records for the most wins and pole positions in the sport’s history. He’s been open about wanting his off-track ventures to reflect his values. Almave arriving at Target is a real-world example of that vision coming together.
The full TinyTarget episode is available now through Target’s Instagram bio link.
