Charles Leclerc Joins Chivas Regal as Global Brand Ambassador in Multi-Year Partnership
LONDON – Formula 1 star Charles Leclerc has been announced as the new Global Brand Ambassador for Chivas Regal, marking the beginning of a multi-year collaboration that merges the world of motorsport with luxury Scotch whisky. The partnership highlights Chivas Regal’s expanding influence in modern sports culture while celebrating personal success and creativity.
Through this collaboration, Chivas Regal and Leclerc aim to inspire fans to redefine success on their own terms. While Leclerc is best known for his precision on the racetrack, the partnership will also explore his off-track passions, with the first focus being music. As a self-taught pianist and composer, Leclerc has shared his love for music with fans in recent years, even releasing multiple tracks. His dedication to mastering the piano parallels the craftsmanship required to blend the intricate flavors of an iconic whisky.
To kick off the partnership, Chivas Regal and Leclerc will host an exclusive, one-night-only pop-up piano bar event in Melbourne on March 11. Named Leclerc’s, the bar will open just days before the 2025 Formula 1 season opener in the city, offering an immersive experience that combines music and whisky.
VIP guests and a select group of lucky fans will have the opportunity to attend the event, where they can enjoy bespoke Chivas Regal x Charles Leclerc whisky cocktails. The evening will celebrate the artistry of both piano and whisky blending, featuring a special guest appearance from Leclerc himself. The event is set to be the first of many celebratory moments between the racing star and Chivas Regal.
Nick Blacknell, Global Marketing Director at Chivas Regal, highlighted the synergy between Leclerc’s dedication to his craft and the brand’s ethos. “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,” said Blacknell. “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.”
Leclerc expressed his excitement about the partnership, stating that success is about blending all the right elements both 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,” he said. “Chivas Regal embodies this same ethos, encouraging people to find their own rhythm and celebrate every win, big or small.”
Fans looking to secure a coveted spot at Leclerc’s in Melbourne and meet Charles Leclerc can enter a competition via TimeOut Melbourne, with entries closing on March 8. The collaboration between Chivas Regal and Leclerc promises more celebratory events in the future, with fans encouraged to follow @ChivasRegal on Instagram or visit Chivas.com for updates.
Chivas Regal reminds consumers to enjoy whisky responsibly and never drink and drive.
