Charles Leclerc Is the New Brand Ambassador for Chivas Regal Whisky

In exciting news for motorsport and luxury brands, Formula 1 driver Charles Leclerc has been named the Global Brand Ambassador for Chivas Regal.

Leclerc, widely celebrated for his success on the racetrack, is admired for his mental toughness and relentless drive, qualities that align perfectly with the values of Chivas Regal. But his authenticity goes beyond racing, with his passion for music, fashion, and creativity shaping every aspect of his life.

The announcement, made ahead of the upcoming season's opening Grand Prix, marks the beginning of a multi-year partnership that celebrates the shared values of determination and collective success. This collaboration will explore Leclerc’s interests beyond the racetrack, encouraging fans to embrace their creativity and achievements and to forge their own definitions of success.

Leclerc has certainly earned his place as one of the sport’s top drivers. His success speaks to years of hard work and a deep commitment to his craft. However, it’s his creativity and determination outside of racing that inspired this new partnership.

An accomplished self-taught pianist and composer, Charles has found a way to blend his passions seamlessly. His love of the piano is just one example of how his tenacity extends beyond the track. Over recent years, Leclerc has shared his musical journey with fans, mastering the piano in much the same way Chivas Regal masters the art of blending whisky.

“What truly drives me isn’t just the pursuit of success, but the passion, creativity, and dedication that shape every step of the journey,” - Leclerc commented.

As part of their collaboration, Charles Leclerc and Chivas Regal will explore the intersection of music and whisky, highlighting precision, time, and passion as key ingredients in both crafts. This partnership invites fans to strike the right notes in their lives, encouraging them to celebrate and redefine what success means, a philosophy that Chivas Regal champions.

For Leclerc, becoming the best is about the time, precision, and creativity that form the foundation of his achievements. This resonates with Chivas Regal’s iconic 18-year-old blend, which mirrors the same values through its careful maturation process in select casks. Interestingly, the 88 keys of the piano align with the 85 flavour notes found in Chivas 18-Year-Old, creating a natural connection between the two luxury icons.

To kick off this exciting partnership, a special one-night-only piano bar event will take place in Melbourne ahead of the 2025 Formula 1 season opener on 11th March. The immersive event will showcase Leclerc’s passion for the piano, offering fans a unique chance to discover a different side of the racing legend. Guests will be treated to bespoke Chivas Regal x Charles Leclerc cocktails, and Leclerc himself will make a special guest appearance. This event marks the beginning of what promises to be an exciting and inspiring collaboration.