Charles Leclerc, the celebrated Formula One driver, has officially been named the global brand ambassador for the luxury Scotch whisky brand Chivas Regal. This announcement, made on March 2, 2025, marks the beginning of an innovative partnership aimed at redefining success through creativity and personal passion. To kick off this collaboration, Chivas Regal will host a unique piano-bar event titled "Leclerc's" on March 11, 2025, in Melbourne, Australia, just prior to the start of the Formula One season.
The partnership seeks to celebrate individual achievements and artistry, drawing parallels between Leclerc's racing prowess and his passion for music. "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 voyage, my passions, and the moments shared along the way," stated Leclerc.
During the Leclerc's pop-up event, which will welcome VIP guests and select lucky fans, attendees will taste custom cocktails featuring Chivas Regal whiskies crafted by Leclerc himself. This event not only showcases the marriage of music and whisky but also provides fans with the opportunity to learn more about Leclerc’s many talents beyond the racetrack.
Nick Blacknell, global marketing director at Chivas Regal, highlighted the importance of Leclerc's spirit and influence, stating, "It’s no secret Charles has had incredible success, but it is his tenacious spirit, commitment to excellence, and off-track passions, along with the 88 notes of the piano and 85 flavor notes of our iconic Chivas 18-year-old whisky, which inspired this partnership. We’re excited to bring fans on the adventure to celebrate our wins together – the ethos at Chivas Regal’s heart.”
The partnership also features a special cocktail crafted by Leclerc himself, known as The Leclerc Spritz, which includes Chivas Regal 18 Year Old whisky, elderflower cordial, lime juice, and champagne – capturing the essence of the French Riviera. The thoughtful blending of flavors reflects Chivas Regal's ethos of craftsmanship and precision, as celebrated both during the events and at home.
This collaboration embodies Chivas Regal's extensive influence within the sports community, following other significant partnerships such as with Arsenal Football Club and the Scuderia Ferrari team. Chivas has built its reputation not only as the premier luxury Scotch whisky brand since launching over 110 years ago but also as a leader connecting spirits with cultural and sporting achievements.
For Leclerc, this partnership offers the chance to share his personal values of excellence, dedication, and the importance of community with fans around the world. “I’m excited to redefine success together and share this experience with fans through our partnership,” noted Leclerc.
The Leclerc's event will take place for one night only, so fans eager to witness this unique synthesis of whisky and music should plan to secure their spot early. To get involved and learn more about this opportunity, fans are encouraged to visit TimeOut Melbourne.
This event serves as just the beginning of what promises to be a fruitful collaboration between Charles Leclerc and Chivas Regal, with more celebrations and initiatives on the horizon for fans to enjoy. Interested participants can stay updated on the latest from Chivas by following their official social media channels @ChivasRegal or visiting Chivas.com.
Chivas Regal is committed to promoting responsible drinking, reminding everyone to enjoy their spirits thoughtfully and to never drive under the influence.
For more information about the partnership, store launches, and events, please contact Chivas Regal representatives.