Ferrari driver Lewis Hamilton unveiled his long-awaited announcement that was teased for August 8, and it turned out to be nothing like what fans expected.

In an Instagram video from July 28, Hamilton hinted at something potentially coming on “08.08” with the numbers written on a matchbook and a match being lit until eventually dying out.

Apost shared by instagram

On the Formula 1 grid, the seven-time World Champion has struggled in his debut season with Ferrari, failing to capture a podium and placing sixth heading into the summer break.

Given his laborious and unfruitful season thus far, fans began speculating that Hamilton could potentially retire or move back to Mercedes, due to his current issues.

The Brit appeared devastated after qualifying and even claimed that the team should change their driver.

“It’s just me every time. I am useless. Absolutely useless. The team has no problem. You can see the car is on pole [with Leclerc]. They probably need to change driver,” Hamilton said.

After the race, Hamilton sounded despondent and hinted at turmoil at his new team.

“Not particularly, when you have a feeling, you have a feeling. There’s a lot going on in the background that’s not great, so…,” Hamilton told Sky Sports.

“I still love it. I still love racing.”

What was Lewis Hamilton’s Major Announcement?

Rather than anything to do with his driving career, Hamilton’s announcement related to one of his key business ventures — Almave, the non-alcoholic spirit.

The champ is known for not consuming alcohol due to its effects on his athletic performance, leading him to launch a non-alcoholic tequila.

He unveiled a new flavor, Almave Humo, a smoky version of the drink:

“There’s a story in the smoke. Introducing Almave Humo, a smoky non-alcoholic spirit made with Espadín agave harvested from the foothills of volcanoes in Puebla, Mexico.

“By adapting ancestral distillation techniques from the cradle of mezcal, Humo delivers the depth and intrigue of traditional smoky spirit, without the alcohol.

“For festive dinners and everyday celebrations, for moments of discovery and deep connection — Humo delivers sophisticated cocktails and authenticity — beyond proof.”