Chivas Regal, one of the world’s most iconic luxury Scotch whisky brands, has announced Charles Leclerc, the dynamic young driver of Scuderia Ferrari HP, as its global brand ambassador.
In a multi-year deal, Chivas Regal and Charles will drive fans to create their own pathways to redefine success. The alliance will honour personal accomplishments and innovation along the way, delving into Charles’ passions outside of racing, the first of which is music.
Charles, a brilliant and self-taught pianist and composer, has been expressing his passion for music with fans for several years, releasing various tracks. The time, precision, and emotion he devotes to perfecting the notes on a piano is reminiscent of the skill required to combine the notes of an iconic whisky.
To commemorate this collaborative accomplishment, Charles and Chivas Regal are holding an exclusive, one-night-only pop-up piano bar that combines the worlds of music and whisky. Dubbed Leclerc’s , the bar will open in Melbourne on March 11, before the 2025 Formula 1 season opener later that week.
The immersive event will provide VIP guests and a limited number of lucky fans with the opportunity to sip bespoke Chivas Regal x Charles Leclerc whisky cocktails while witnessing a one-of-a-kind evening based on music, inspired by Leclerc’s passion for the piano. The celebration will also include a special guest appearance by Charles himself, marking the first of many occasions that he and Chivas Regal will celebrate together.
Nick Blacknell, Global Marketing Director, Chivas Regal, Chivas Brothers, commented, “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, Chivas Regal, said, “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.”