Formula 1 driver Charles Leclerc has signed a multi-year deal to become the Global Brand Ambassador for luxury Scotch whisky brand Chivas Regal ahead of the first Grand Prix of the season.
The partnership aims to showcase achievement beyond traditional success metrics, encouraging fans to “forge their own paths in redefining success” and to celebrate achieving personal goals with a particular focus on Leclerc’s interests outside of racing.
Music will be the first passion highlighted, as Leclerc has developed a reputation as an accomplished self-taught pianist and composer who has released multiple tracks in recent years.
To launch the collaboration, Leclerc and Chivas Regal will host a one-night pop-up piano bar called “Leclerc’s” in Melbourne before the 2025 Formula 1 season begins in the city this month. The event will feature specialty Chivas Regal cocktails and a personal appearance by Leclerc himself.
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.”