Earlier this March, blended Scotch whisky Chivas Regal announced its partnership with Scuderia Ferrari driver Charles Leclerc, highlighting the brand’s growing influence in modern sports culture. The announcement marks the beginning of a multi-year partnership between the luxury Scotch whisky brand and the popular F1 driver. Leclerc brings a fresh and modern perspective to the Chivas ethos: success isn’t one-size-fits-all, it’s a blend.
Since entering F1 in 2018, he’s earned multiple pole positions, race wins, and a reputation for discipline under pressure. Off the track, he’s more than an athlete, he is a self-taught pianist and composer, often sharing his original music with fans. He also surfs, models, and has a strong digital following.
Leclerc and Chivas Regal celebrated the start of their collaboration in Melbourne, Australia, on March 11th at an exclusive pop-up piano bar, just days before the first Formula 1 race of the year, where he faced a tough start to the season by finishing in eighth place at the Australian Grand Prix.
“Success is about blending all the right notes, on and off the track,” Leclerc says. “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.”
Throughout the partnership, Chivas Regal and Leclerc will inspire fans to define success in their own way. It will highlight personal goals and creativity, starting with Charles’ love for music. The partnership kicks off by spotlighting Leclerc’s musical side connecting the 88 keys of the piano to the 85 flavor notes of Chivas 18.
According to Chivas Regal’s Global Marketing Director, Nick Blacknell, the connection made sense from the start: “Charles has had incredible success in his life, but it’s 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.”
Leclerc joins a strong lineup of Chivas ambassadors over the years, including KPOP superstar LISA of BLACKPINK and 2017 UK Chivas Masters cocktail competition, Rhys Wilson.
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