Charles Leclerc Partners With Chivas Regal
Luxury Scotch whisky brand Chivas Regal has found an exciting new way to blend sports and creativity, announcing a multiyear global partnership with Charles Leclerc.
As Chivas Regal’s new Global Brand Ambassador, Formula 1 star Charles Leclerc will work with the brand to inspire fans to forge their paths to success, celebrating both personal achievement and creative expression along the way.
Leclerc’s involvement extends beyond racing — he is also a passionate self-taught pianist and composer. This appreciation for artistry and precision aligns perfectly with Chivas Regal’s philosophy, which values craftsmanship and dedication. While Chivas has long been known for its meticulous whisky-blending, Leclerc’s commitment to music offers a unique complementary touch.
“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,” says Leclerc.
To kick off the partnership, Leclerc and Chivas Regal hosted an exclusive pop-up piano bar in Melbourne on March 11, 2025, ahead of the Formula 1 season opener later that week. Dubbed “Leclerc’s,” the event merged whisky with music for an unforgettable experience. VIPs and ecstatic fans enjoyed bespoke Chivas Regal cocktails inspired by Leclerc’s musical passion, all while immersing themselves in an evening of melody and craftsmanship. The event also featured a special appearance by Leclerc himself, offering attendees a rare chance to see the racing legend in a new light.
Nick Blacknell, Global Marketing Director for Chivas Regal at Chivas Brothers, says, “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.”
Chivas Regal’s partnership with Leclerc marks a significant step in the brand’s ongoing expansion into the world of global sports. From Premier League football to Formula 1, Chivas continues to align itself with athletes who redefine success. An important takeaway from this collaboration is that success is not a destination but a journey — one that is marked by creativity, precision and passion.
