Nicholas Latifi launches tequila brand after leaving Formula One
Former Formula One driver Nicholas Latifi has swapped the racing circuit for the drinks industry, launching his own tequila brand after walking away from motorsport completely, reports BritPanorama.
Latifi, a Canadian whose father is worth approximately £2.6 billion, co-founded Leve Agave Spirit alongside two classmates he met while pursuing an MBA at London Business School. This shift marks a notable change in direction for the 30-year-old, who completed his business degree in 2025 after enrolling in 2023.
He is not the first name from Formula One to enter the spirits market; Lewis Hamilton previously launched his alcohol-free Almave tequila brand in 2023. The timing of Latifi’s foray into this sector is particularly poignant, given the intricate history shared between him and Hamilton on track.
Latifi’s stint in Formula One spanned three seasons with Williams, where he joined as George Russell’s teammate in 2020. His initial race in the Australian Grand Prix saw him finishing 11th, a respectable start for a rookie. However, the following years were marred by underwhelming performances and retirements that ultimately led to Williams opting for a change, replacing him with American driver Logan Sargeant before the 2023 season.
Despite speculation that he would transition to IndyCar or another racing series, Latifi chose instead to leave motorsport altogether. His tenure in F1 is often remembered for the dramatic turn of events during the 2021 Abu Dhabi Grand Prix, where a crash he caused led to a crucial safety car period that reshaped the championship outcome. He expressed regret over the incident, stating, “It was never my intention, and I can only apologise for influencing and creating an opportunity. I made a mistake.”
After his departure from Formula One, Latifi surprised many by returning to education rather than seeking further racing opportunities. Following his graduation, he announced Leve on social media, emphasizing the brand’s approach to tequila: “Over a year ago, along with two friends from London Business School, we set out to create a version of tequila that better fits how we drink today – socially, mindfully, and without overdoing it.”
The mid-strength agave spirit, boasting a 22% ABV, is crafted to offer “a lighter, smoother, more modern way of drinking,” aligning with contemporary consumption trends. Latifi’s father, Michael, known for his success in meat processing, is also a significant stakeholder in the McLaren Group, holding roughly 10 per cent of the company.
In an environment where former athletes often gravitate towards familiar pursuits, Latifi’s bold move into the world of spirits reflects not just a personal change, but also a broader narrative of reinvention and adaptability in the face of career shifts.
