Formula One driver Charles Leclerc has been announced as the Global Brand Ambassador of luxury Scotch whisky brand Chivas Regal.
The multi-year partnership will focus on highlighting Chivas Regal’s influence in “modern sports culture”. The two will work on various activations, encouraging fans to follow their dreams and path to success.
Chivas Regal and Leclerc will also host an exclusive one-night-only pop-up piano bar (at a place named “Leclerc’s”) on March 11, 2025, in Melbourne ahead of the Formula One 2025 season opener, the Australian Grand Prix. The event will also give select fans a chance to enjoy specially-curated “Chivas Regal x Charles Leclerc” cocktails.
Charles Leclerc commented:
“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.“
Nick Blacknell, Global Marketing Director for Chivas Regal at Chivas Brothers, said:
“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 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.“
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