F1 driver Charles Leclerc partners with Chivas Regal

What do a world-class Formula 1 driver and a fine Scotch whisky have in common? More than one might think, it turns out. Both require precision, balance and an innate understanding of how to extract the best from complex components. And, in the case of Chivas Regal’s latest partnership, both are now united in the suavest of collaborations. The luxury Scotch brand has named Charles Leclerc, Scuderia Ferrari HP’s leading driver, as its global brand ambassador in a multi-year deal, reinforcing Chivas Regal’s ever-expanding influence in the world of modern sports culture. This is no fleeting association. In the past year, Chivas has already aligned itself with Arsenal Football Club and joined Ferrari’s Formula 1 team as an official partner, even introducing a Tifosi Tartan — a limited-edition nod to the legions of prancing horse supporters worldwide.

The partnership

While Leclerc is best known for his blistering lap times, he has also cultivated a dedicated following as a self-taught pianist and composer. To mark this meeting of talents — Leclerc and Chivas Regal are hosting an exclusive, one-night-only pop-up piano bar. Named Leclerc’s, the bar will open its doors in Melbourne on 11 March, just ahead of the 2025 Formula 1 season opener. VIP guests and a lucky few fans will be treated to bespoke Chivas Regal x Charles Leclerc cocktails as they enjoy a night centred around whisky blending and piano composition. Nick Blacknell, global marketing director at Chivas Regal, 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."

Opening night

Leclerc, in his typically composed manner, 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." Whisky and fast cars may not be the most obvious of bedfellows, but in this case, it seems a rather inspired pairing. And if a glass of expertly blended Scotch enjoyed to the sound of a grand piano played by a racing driver isn’t a compelling advert for modern luxury, what is?