Luxury Scotch whisky brand Chivas Regal has announced a multiyear partnership with leading Formula 1 driver Charles Leclerc, naming him as its Global Brand Ambassador. The collaboration marks Chivas Regal’s growing influence in modern sports culture and highlights the synergy between precision, passion, and craftsmanship in both whisky blending and motorsport.
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 a partner in the world of Formula 1.
Through this partnership, Chivas Regal and Leclerc will inspire fans to redefine success on their own terms. The initiative will not only celebrate personal achievements but also explore the Ferrari driver’s passions beyond the racetrack. The first of these explorations will focus on music—an art form close to Leclerc’s heart.
A self-taught pianist and composer, Leclerc has been sharing his love for music with fans in recent years, even releasing multiple tracks. His dedication to mastering the piano mirrors the meticulous craftsmanship involved in blending the notes of a fine whisky. To celebrate this unique fusion of music and whisky, Leclerc and Chivas Regal will host an exclusive, one-night-only pop-up piano bar, ‘Leclerc’s,’ in Melbourne on March 11th. The event comes just ahead of the 2025 Formula 1 season opener in the city.
The immersive event will offer VIP guests and a select number of fans the chance to experience bespoke Chivas Regal x Charles Leclerc whisky cocktails while enjoying an evening of music inspired by Leclerc’s passion for the piano. A special guest appearance from Leclerc himself will mark the first of many moments he and Chivas Regal plan to share with fans throughout the partnership.
Attendees of ‘Leclerc’s’ will witness a different side of the racing champion, as he blends his love for music with the craftsmanship of whisky. The event will highlight the artistry of piano and the complexity of whisky flavors, offering an experience unlike any other.
Nick Blacknell, Global Marketing Director for Chivas Regal at Chivas Brothers, expressed enthusiasm about the collaboration: “It’s no secret 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 flavor notes of our iconic Chivas 18 Year Old expression, showing how both music and whisky blend passion with precision. We’re excited to bring fans on the journey to celebrate our wins together – the ethos that lies at the heart of Chivas Regal.”
Leclerc himself shared his excitement about the partnership, 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, big or small. I’m excited to redefine success together and share this experience with fans through our partnership.”
Fans hoping to attend ‘Leclerc’s’ in Melbourne and meet Charles Leclerc can enter for a chance to win a coveted spot via TimeOut Melbourne. The deadline for entries is Saturday, March 8th.
This partnership signals the beginning of a long-term collaboration between Charles Leclerc and Chivas Regal, with more celebrations and exclusive experiences to come. Fans can stay updated by following @ChivasRegal on Instagram or visiting Chivas.com.
