Nicholas Latifi, the former Formula One driver whose career was marked by dramatic controversy, has embarked on a new venture in the business world with the launch of his own tequila brand. The Canadian racer, whose father is billionaire businessman Michael Latifi, has shifted gears from the high-speed tracks of F1 to the competitive spirits market.
From F1 Struggles to Business School
Latifi joined the Williams F1 team in 2020, partnering with George Russell, and managed an 11th-place finish in his debut at the Australian Grand Prix. However, his three-year stint in Formula One was largely defined by underwhelming performances and multiple Did Not Finish (DNF) results. His time with Williams concluded at the end of the 2022 season when Logan Sargeant replaced him, leading to his departure from the sport.
Rather than pursuing opportunities in other racing disciplines like IndyCar, as many anticipated, Latifi made a decisive pivot. In 2023, he enrolled at the prestigious London Business School to pursue a Master of Business Administration (MBA). He successfully completed the two-year programme and announced his graduation in 2025, setting the stage for his entry into the corporate arena.
The Abu Dhabi Grand Prix Incident
Latifi's F1 career is perhaps most remembered for his inadvertent role in the contentious finale of the 2021 season at the Abu Dhabi Grand Prix. With just over five laps remaining, he crashed his Williams at Turn 14, bringing out the safety car. This incident prompted race director Michael Masi to alter his initial decision, allowing lapped cars to pass and positioning Max Verstappen directly behind Lewis Hamilton.
Verstappen, on fresher tyres, seized the opportunity to overtake Hamilton on the final lap, clinching both the race victory and the championship. This turn of events effectively denied Hamilton what would have been a record-breaking eighth world title, placing Latifi at the centre of a storm of criticism from fans and pundits alike.
A Public Apology and Hamilton's Response
In the aftermath, Latifi issued a heartfelt and apologetic statement, acknowledging his mistake. He expressed, "It was never my intention, and I can only apologise for influencing and creating an opportunity. I made a mistake. I wasn't aware of the situation of the race up until then. Obviously, it was never my intention to inadvertently influence that, but I made a mistake and ruined my own race."
Despite the backlash, Latifi later revealed that Hamilton had reached out with a message of support, demonstrating sportsmanship amidst the controversy. This gesture highlighted the respect within the F1 community, even in moments of high tension.
Launching Leve Agave Spirit
Following his MBA, Latifi wasted no time in applying his newfound business acumen. Inspired in part by Hamilton's own venture into the tequila market with the alcohol-free Almave brand in 2023, Latifi co-founded Leve Agave Spirit in the UK last year. The venture was developed alongside two friends from his time at London Business School.
In an Instagram update in early November, Latifi shared the brand's mission: "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." He described Leve as a mid-strength agave spirit with 22% ABV, crafted for a lighter and smoother drinking experience while honouring traditional tequila methods.
Latifi added, "From the initial idea to product development, branding, production and now launch, it’s been an incredible ride. What started as a conversation in a classroom is now a bottle we’re holding in our hands, and soon, hopefully, you will be too. We’re just getting started in the UK, but we’re excited to finally share it with all of you."
Family Legacy and Future Prospects
Latifi's entrepreneurial efforts follow in the footsteps of his father, Michael Latifi, who founded and owns Sofina Foods, a major meat processing empire. According to Forbes, Michael boasts a net worth of $3.5 billion (£2.6 billion). Originally from Iran, he moved to Canada as a teenager and started his career working at McDonald's before building his business success.
In May 2018, Michael Latifi acquired approximately 10% of the McLaren Group through his investment firm Nidala Limited, investing around £200 million. His assets include a £160 million yacht purchased from Aston Martin co-owner Lawrence Stroll and one of Michael Schumacher's former Ferrari race cars. As an heir to this substantial wealth, Nicholas Latifi has a significant legacy to build upon as he carves out his own path in the business world.
With Leve Agave Spirit now launched, Latifi is focusing on expanding the brand's presence in the UK market. His journey from the pressures of Formula One to the boardroom exemplifies a strategic career transition, blending his racing background with academic rigour and entrepreneurial ambition.
