Luxury scotch whisky brand Chivas Regal has onboarded Formula 1 driver Charles Leclerc as its global brand ambassador in a multiyear partnership, highlighting the brand’s growing influence in modern sports culture.
The collaboration will celebrate the achievement of personal goals and creativity along the way, exploring Leclerc’ passion points off the racetrack, with the first being music.
To celebrate this partnership, Leclerc and Chivas Regal are hosting an exclusive, one-night-only pop-up piano bar. Dubbed as Leclerc’s, the bar will open on March 11, 2025, 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.
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.”
Charles Leclerc, Global Brand Ambassador at Chivas Regal, added, “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.”
