Luxury Scotch whisky brand Chivas Regal has unveiled an exciting new partnership with leading Formula 1 driver Charles Leclerc, naming him their Global Brand Ambassador. This multiyear collaboration highlights the growing synergy between modern sports culture and luxury lifestyle brands, emphasizing passion, precision, and personal success.
A Fusion of Passion: Motorsport and Music
Beyond his prowess on the racetrack, Charles Leclerc has captivated audiences with his love for music, particularly as a self-taught pianist and composer. Over the past few years, he has shared his passion with fans, releasing multiple tracks that showcase his artistic depth. The dedication, skill, and precision he applies to mastering the piano mirror the craftsmanship required to blend the rich notes of an iconic whisky.
Chivas Regal and Charles Leclerc’s collaboration will inspire fans to forge their own paths in redefining success, blending ambition with artistry. By celebrating personal achievements both on and off the track, this partnership showcases Charles’ multidimensional persona, with music taking centre stage in the first activation.
The Exclusive “Leclerc’s” Pop-Up Piano Bar
To mark the launch of this exciting partnership, Chivas Regal and Charles Leclerc are hosting an exclusive, one-night-only pop-up piano bar, Leclerc’s, in Melbourne on March 11th—just days before the city hosts the 2025 Formula 1 season opener. This immersive experience will celebrate the harmonious blend of whisky and music, bringing together VIP guests and a limited number of lucky fans for an unforgettable evening.
Guests will have the chance to savour bespoke Chivas Regal x Charles Leclerc whisky cocktails while being immersed in a sophisticated setting inspired by Leclerc’s passion for the piano. The event will also feature a special guest appearance from Charles himself, offering attendees the rare opportunity to see a different side of the racing icon.
The Art of Blending: Whisky and Music
“It’s no secret that 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 Nick Blacknell, Global Marketing Director for Chivas Regal at Chivas Brothers. “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 along on this journey to celebrate our wins together—an ethos that lies at the heart of Chivas Regal.”
Redefining Success Together
Reflecting on this new venture, Charles Leclerc shared, “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.”
How to Attend Leclerc’s Pop-Up Bar
Fans eager to be part of this exclusive experience can enter for a chance to win a coveted spot at Leclerc’s by heading to TimeOut Melbourne for more details. The entry deadline is Saturday, March 8th.
READ MORE: Pierre Gasly Becomes First F1 Driver Global Fragrance Ambassador for Givenchy
This marks just the beginning of an exciting collaboration between Charles Leclerc and Chivas Regal, with more exclusive moments and activations to follow. Fans can stay updated by following @ChivasRegal on Instagram.
Please enjoy Chivas Regal responsibly and never drink or drive.
About Chivas Regal
Chivas Regal is the original luxury blended Scotch whisky, first launched in 1909. With a retail sales value exceeding €2.07 billion, Chivas has played a pivotal role in shaping the global whisky market.
The brand’s ethos, I Rise, We Rise, celebrates the next generation of whisky drinkers who strive for success while uplifting those around them. Founded by brothers James and John Chivas, whose pioneering spirit in 19th-century Scotland laid the foundation for modern whisky blending, Chivas continues to champion collective success through long-standing partnerships in global sports culture. The brand’s latest partnership as an Official Team Partner of the Scuderia Ferrari HP Formula 1 team further cements its presence in the world of motorsport.
Chivas Regal’s prestigious whisky portfolio includes timeless classics and modern innovations such as Chivas 12, Chivas Extra, Chivas XV, Chivas Mizunara, Chivas 18, Chivas Ultis XX, Chivas 25, and Chivas Regal The Icon.
About Leclerc’s
To celebrate Charles Leclerc’s new role as Chivas Regal’s Global Brand Ambassador, Leclerc’s pop-up piano bar will debut in Melbourne on March 11th. This one-night-only event will immerse guests in an elegant experience where whisky meets music, offering a glimpse into the synergy between Leclerc’s off-track passions and the world of luxury Scotch whisky.
Chivas Regal x Charles Leclerc Signature Serve – The Leclerc Spritz
A refined twist on an Italian classic, inspired by the French Riviera and the artistry of blending fine whisky.
Ingredients:
- 30ml Chivas Regal 18 Year Old
- 30ml Elderflower Cordial
- 20ml Lime Juice
- 60ml Champagne
Glass: Stemmed Glass
Garnish: Mint Sprig
This partnership between Charles Leclerc and Chivas Regal is set to redefine success, creativity, and celebration. Whether on the racetrack or at the piano, the journey is just as important as the destination.