Chivas Regal has announced Formula 1 driver Charles Leclerc as its Global Brand Ambassador in a multiyear partnership, ahead of the 2025 Formula 1 season opener next week.
Throughout the collaboration, Chivas Regal and Charles will encourage fans to forge their own paths in redefining success. The partnership will celebrate the achievement of personal goals and creativity along the way, exploring Leclerc’s passions off the racetrack, with the first being music.
As a talented and self-taught pianist and composer, Charles has been sharing his love of music with fans over the past few years that has seen him release multiple tracks. The time, precision and passion he puts into mastering the notes on a piano is reflective of the craftsmanship required to blend the notes of an iconic whisky.
To celebrate this blending of success, Charles and Chivas Regal are hosting an exclusive, invite-only pop-up piano bar in Melbourne on Tuesday 11 March. Dubbed Leclerc’s, the bar will bring together the worlds of music and whisky for one night only.
The immersive event will give VIP guests and a limited number of fans the chance to enjoy bespoke Chivas Regal x Charles Leclerc whisky cocktails and sip on Chivas 18, while experiencing a unique evening centred around music, inspired by Leclerc’s passion for the piano. The event will also feature a special guest appearance from Leclerc himself.
Chivas Regal Global Marketing Director Nick Blacknell 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.”
Leclerc added: “The art of success is in the blend of all the right notes. My craft demands time and precision, but it’s the opportunity to embrace all sides of myself, my passions, the journey that’s taken me here and the moments celebrated with others along the way that truly fuels me.
“Chivas Regal shares this ethos, encouraging all to strike the right notes in life and celebrate the wins, both big and small. I’m excited to show fans how we are redefining success together throughout this special partnership.”