Spirits brands, Formula 1 and winning over Gen Z

As spirits brands increasingly tap into cultural trends like Formula 1, Chivas Brothers' global Marketing Director Nick Blacknell shares insights on staying relevant in a competitive market and engaging the younger generation of drinkers. 

In an era where spirits brands are increasingly embedding themselves in the lifestyle and culture scene, Chivas Regal’s latest partnership with Formula 1 driver Charles Leclerc signals a strategic move to connect with younger and broader audiences.

Nick Blacknell, global marketing director at Chivas Regal, emphasises the need to stay relevant in today’s competitive spirits market. “It’s too narrow just to think in the spirits category, we aspire to be a brand that also moves into lifestyle positioning. To compete at the highest level globally, you need to evolve brands from just being about the product.” Blacknell said.

The partnership with Leclerc embodies this shift. A self-taught pianist and composer, Leclerc has been sharing his love of music with fans in recent years, even releasing several tracks.

To celebrate, Chivas Regal and Leclerc will host an exclusive, one-night-only pop-up piano bar in Melbourne on March 11th, ahead of the 2025 Formula 1 season opener. Dubbed ‘Leclerc’s,’ the event will offer guests and fans the chance to experience Chivas Regal cocktails while enjoying an evening centred around music and whisky – with a special appearance from Leclerc himself. “Charles taught himself to play piano to an incredibly high level, we were blown away by the story – 85 flavour notes, 85 keys on the piano. Charlie is first and foremost a driver but also has a ton of passions; he’s a well-rounded individual. There’s more to a Ferrari driver than just racing a car,” Blacknell added.

The influence of Formula 1’s cultural Rise

Blacknell also acknowledged the transformation within Formula 1, particularly driven by Netflix’s Drive to Survive series. “F1, and particularly Ferrari, has game-changed recently. It’s changed how people perceive the sport. People are interested in the behind-the-scenes stories. They are A: a deeper interest to people, and B: a particular interest to younger consumers, and that’s what’s brought them into the sport,” he noted. Chivas Regal’s approach taps into the cultural moment, with the brand aiming to integrate luxury, drama, and celebrity appeal into its identity. “For us, it's a mixture of luxury, drama… It's become integrated with celebrity, fashion, it's become more dynamic. I’m not surprised more brands are looking at this area. The challenge is finding the stories so you stand out. There’s the classic way with branding – we don’t brand the car, we’re all about telling the story. It's a richer area. It's a way to cut through a bit more fresher,” Blacknell explained.

Staying relevant in a competitive Market

Blacknell stressed that relevance is the key to success in the whisky market today. “I’ll tell you what's on my mind all the time: It's relevance. You know we’re already globally a very big brand with a substantial global footprint. There’s amazing legacy and history. But you can have all these things: legacy, footprint, heritage, and amazing liquid. Yet, you still need to struggle to stay relevant. The world of spirits is so much more competitive. No brand, however powerful, can stand still and think their position is assured.” With this partnership, Chivas Regal is not only embracing Leclerc’s multifaceted persona but also tapping into the growing lifestyle consumer base that major global spirits brands, from cognacs to vodkas and tequilas, are increasingly targeting. As Blacknell succinctly put it, “It’s what we’re always thinking about. How do we stay relevant and stay ahead?”