Neat Burger, the vegan burger chain co-owned by Ferrari driver Lewis Hamilton and actor Leonardo DiCaprio, has officially entered liquidation. The announcement comes shortly after Hamilton revealed a new product under his non-alcoholic drinks brand Almave, highlighting a turbulent period for the F1 star.
Neat Burger closed all its remaining UK locations by April, resulting in the loss of approximately 150 jobs and reflecting several years of mounting financial difficulties. Since its launch in 2019 by a group of celebrities, the chain expanded rapidly with outlets in London, Milan, and New York, though the latter market was abandoned in the summer of 2024 due to business struggles.
The company’s financial woes deepened in 2023 after shuttering half of its eight London restaurants amidst substantial losses, including a £7.9 million deficit recorded in 2022. Problems extended beyond finances, as one Camden location drew negative attention after receiving a two-star food hygiene rating in the previous year, affecting the brand’s reputation.
Details on the Liquidation Process and F1 Timing
On July 22, Neat Burger appointed FRP Advisory as the official liquidator, a move occurring just days before Hamilton competed at the Belgian Grand Prix held at Spa. This development fueled online speculation, especially as Hamilton teased a significant announcement for August 8, the initial Friday of the F1 summer break.
Rumors circulated that the 40-year-old driver, soon to turn 41, might reveal plans to retire after a challenging season. However, the announcement instead concerned the launch of a new product from Almave, the non-alcoholic beverage brand Hamilton co-founded in 2023, diverting attention away from his racing future.
Lewis Hamilton’s Difficult Season with Ferrari
Hamilton is enduring the toughest start to his Formula 1 career during the 2025 season. Despite moving from Mercedes to Ferrari with high expectations, he has failed to reach the podium in his first 14 races with the new team. After the Hungarian Grand Prix, Hamilton trails his teammate Charles Leclerc by 49 points in the championship standings.
The Belgian Grand Prix weekend was particularly disappointing, as Hamilton missed Q3 for the third consecutive qualifying session, including two early Q1 eliminations during the sprint event. Meanwhile, Leclerc secured a rare pole position for Ferrari, increasing pressure on Hamilton to improve.
The struggle visibly weighed on Hamilton, who openly criticized his own performance, calling himself “useless” and even suggesting that Ferrari might consider replacing him as a driver.
Team has no problem – you’ve seen the car’s on pole. They probably need to change driver.
—Lewis Hamilton, Ferrari F1 driver
Implications of Hamilton’s Current Challenges and Neat Burger’s Collapse
The combination of Neat Burger’s liquidation and Hamilton’s difficult season signals a period of hardship for the seven-time world champion. As Hamilton faces mounting pressure both on and off the track, his new focus on consumer products like Almave may represent an attempt to secure a business foothold beyond racing.
These recent developments underline the volatility of ventures tied to high-profile athletes and also emphasize the growing challenges Hamilton faces in maintaining his dominance in Formula 1. How he recovers both commercially and competitively could shape the next phase of his career and influence Ferrari’s prospects in the championship battle.