Charles Leclerc, Global Brand Ambassador at Chivas Regal.
The 2025 Formula 1 season hasn’t officially started yet but one driver is already making significant gains off track. Ferrari driver Charles Leclerc is partnering Chivas Regal in an epic way as its new Global Brand Ambassador.
The multiyear partnership with the luxury Scotch whisky maker will highlight the brand’s growing influence in modern sports culture. Although many may think that Leclerc’s skills behind the wheel was the deciding factor, it is in fact his musical pursuits off the racing line that drew interest from the whisky brand.
Making Music
The Monegasque is renowned as a passionate pianist.
As a talented and self-taught pianist and composer, the Monegasque has been sharing his love of music with fans over the past few years that has seen him release multiple tracks. The time, precision and passion he puts into mastering the notes on a piano is reflective of the craftsmanship required to blend the notes of an iconic whisky.
This no doubt inspired Chivas Regal to partner the driver for a unique and immersive campaign. Throughout the collaboration, Chivas Regal and Leclerc will encourage fans to forge their own paths in redefining success.
“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,” states Charles Leclerc, Global Brand Ambassador at Chivas Regal.
“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.”
Nick Blacknell, Global Marketing Director, for Chivas Regal, at Chivas Brothers adds that Leclerc’s incredible success in his life and 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. We’re excited to bring fans on the journey to celebrate our wins together – the ethos that lies at the heart of Chivas Regal.”
Immersive Experience
Part of the collaboration includes on-ground events with the driver.
The partnership will serve to celebrate the achievement of personal goals and creativity along the way, exploring the driver’s passion points off the racetrack, with the first being music. To celebrate this blending of success, Charles Leclerc and Chivas Regal are hosting an exclusive, one-night-only pop-up piano bar which brings together the worlds of music and whisky.
Dubbed Leclerc’s, the bar will open on 11 March in Melbourne, ahead of the 2025 Formula 1 season opener in the city later that week. The immersive event will give VIP guests and a limited number of lucky fans the chance to enjoy bespoke Chivas Regal x Charles Leclerc whisky cocktails, while experiencing a unique evening, centred around music, inspired by Leclerc’s passion for the piano.
The event will also feature a special guest appearance from Leclerc himself, marking the first of many moments he and Chivas Regal will celebrate together. Those heading to Leclerc’s will have the opportunity to experience a new side of the racing legend as they explore the fusion and notes of whisky and music like never before, in an evening that celebrates the artistry of piano and the craft of whisky.
