Chivas Regal x Charles Leclerc announced the multiyear partnership with top Formula 1 driver which highlights the brand’s growing influence in modern sports culture.
On the heels of Chivas being named ‘Official Team Partner’ of the Scuderia Ferrari HP Formula 1 team, Chivas Regal has officially welcomed Formula 1 driver Charles Leclerc as its new Global Brand Ambassador in a multiyear partnership aimed at celebrating personal achievements and creativity. The collaboration emphasizes the importance of redefining success and forging one’s own path, with a focus on Leclerc’s passions outside of racing, beginning with his love for music. Chivas Regal plans to explore this connection through various initiatives that highlight Leclerc’s journey and dedication to both music and motorsport.
A key event in this partnership is the exclusive, one-night-only pop-up piano bar called Leclerc’s, which will take place on March 11th in Melbourne, ahead of the 2025 Formula 1 season opener. The event will offer VIP guests and select fans the opportunity to enjoy bespoke Chivas Regal whisky cocktails while experiencing a unique evening centered around Leclerc’s passion for the piano. The night will also feature a special appearance by Charles Leclerc, providing attendees a chance to see a new side of the racing icon.
Nick Blacknell, Chivas Regal’s Global Marketing Director, explained the significance of the partnership: “Charles has had incredible success in his life, but it is his tenacious spirit, commitment to excellence, and off-track passions that inspired this partnership. The 88 notes of the piano draw perfect parallels with the 85 flavour notes of our iconic Chivas 18 Year Old expression, showing how both music and whisky blend passion with precision.” Blacknell added that this collaboration is about celebrating the journey and the wins, big or small.
Charles Leclerc shared his thoughts on the collaboration, saying, “Success is about blending all the right notes – on and off the track. My craft demands time, precision, and dedication, but what truly drives me is the journey, my passions, and the moments shared along the way. Chivas Regal embodies this same ethos, encouraging people to find their own rhythm and celebrate every win.” Fans interested in attending Leclerc’s can enter for a chance to win a spot. Head to the website for the Chivas x Leclerc partnership for more details.
Chivas Regal x Charles Leclerc Signature Serve – ‘The Leclerc Spritz’
Try Charles Leclerc’s signature serve. A twist on an Italian classic fit for the French Riviera.
- 30ml Chivas Regal 18 Year Old
- 30ml Elderflower Cordial
- 20ml Lime Juice
- 60ml Champagne
- Glass: Stemmed Glass
- Garnish: Mint Sprig
About Chivas:
Chivas Regal is the original luxury blended Scotch whisky. Launched in 1909, Chivas has been integral to the growth of the Scotch whisky category worldwide – with a retail sales value today of over €2.07bn.
Chivas believes in celebrating the next generation of whisky drinkers who elevate themselves and those around them to forge new paths to success – which is why Chivas’ ethos is ‘I Rise, We Rise’, a nod to the importance of hard work, community and ripping up the rule book. These values were instilled by founding brothers James and John Chivas who pioneered the art of whisky blending in 19th century Scotland and became pillars of the community due to their tireless work ethic, hustle, and drive. Chivas continues this vision of collective success through its long-standing association with global sports culture, having enjoyed partnerships with Premier League football clubs for many years, and now in its latest move as ‘Official Team Partner’ of the Scuderia Ferrari HP Formula 1 team in a new global partnership.
Chivas blends its spiritual home in Speyside, Scotland, with more than 100 countries across the globe, who together have made Chivas the global success it is today. The Chivas range blends timeless classics with modern innovation and includes: Chivas 12, Chivas Extra, Chivas XV, Chivas Mizunara, Chivas 18, Chivas Ultis XX, Chivas 25, and Chivas Regal The Icon Chivas.
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