Chivas Regal has partnered with Formula 1 star Charles Leclerc to launch a global collaboration rooted in shared values of creativity, dedication, and modern success. This unique partnership explores Leclerc’s passions beyond the racetrack, particularly his artistry in music, blending seamlessly with the craftsmanship behind Chivas Regal whisky. Together, they are inspiring a new generation to redefine what it means to achieve and celebrate success.
Charles Leclerc for Chivas Regal
Chivas Regal’s appointment of Charles Leclerc as Global Brand Ambassador marks the meeting of two worlds defined by excellence. Leclerc is more than a world-class driver; he is a self-taught pianist and creative force who embraces every facet of his identity. His story aligns with Chivas’ ethos of collective achievement and redefining what modern luxury means.
The Art of Blending Passions
Leclerc’s love for music highlights the discipline, timing, and soul that also defines Chivas Regal whisky. Whether behind the wheel or at the piano, he approaches each pursuit with the same precision and passion. His musical journey mirrors the blending of Chivas’ iconic 18-Year-Old expression, where over 85 distinct flavor notes create a rich, layered experience.
Chivas 18-Year-Old: A Symphony of Craftsmanship
The Chivas Regal 18-Year-Old blend stands as a symbol of refined complexity, making it the ideal partner for Leclerc’s own creative journey. With its notes developed through years of maturation in hand-selected casks, the whisky mirrors the 88 keys of a piano in both depth and harmony. Each element is a celebration of time, mastery, and elevated taste.
An Immersive Celebration in Melbourne
To mark the beginning of this groundbreaking partnership, Chivas and Leclerc will host an exclusive pop-up piano bar in Melbourne on March 11th, 2025. The event will offer fans an intimate look at Leclerc’s musical talent alongside curated Chivas x Leclerc cocktails. With Leclerc making a special appearance, the night will capture the spirit of creativity and celebration at the heart of this collaboration.
Charles Leclerc’s Global Influence
As one of the most recognisable faces in modern motorsport, Leclerc’s influence extends far beyond the Formula 1 circuit. With a global fanbase and a reputation for authenticity and excellence, he resonates with a generation that values passion as much as performance. His presence brings Chivas Regal to a new, younger audience that views success through a multi-dimensional lens—where personal style, artistic expression, and inner drive matter just as much as professional achievement.
Chivas Regal Crystalgold
The partnership takes a bold new turn with the introduction of Chivas Regal Crystalgold, a whisky innovation inspired by Leclerc’s sharp strategic mindset and love for chess. Launched ahead of the Singapore Grand Prix, Crystalgold redefines tradition with a pioneering filtration process that delivers crystal clarity and an ultra-smooth taste, all without compromising on the bold flavor Chivas is known for.
“Since partnering with Chivas Regal, I’ve been inspired by its unwavering commitment to craftsmanship and ability to balance heritage with innovation,” says Leclerc. “That philosophy deeply resonates with me. It mirrors the way I approach both my career and off-track passions, like chess, where strategy and precision are everything. Chivas Regal Crystalgold is the embodiment of that spirit. It’s about pushing boundaries while staying true to your roots.”
This evolution of the collaboration spotlights the intellectual precision and future-facing mindset that drive their success. Chivas and Leclerc continue to prove that luxury is as much about how you think as it is about how you live.
The Future of the Collaboration
This partnership is only just beginning. Future initiatives will continue to explore Leclerc’s personal passions and highlight how creativity and determination fuel greatness, both in whisky and in life. From additional global events to limited-edition product collaborations, Chivas and Leclerc aim to keep inspiring their communities to embrace every side of themselves in the pursuit of meaningful success.
Redefining Success Through Precision
This partnership between Chivas Regal and Charles Leclerc invites a reexamination of how success is defined. It is not solely about titles or trophies, but about embracing all aspects of who you are and finding fulfilment in creative expression and personal growth. Together, they are encouraging fans to strike the right note and raise a glass to every version of success.
Written By: Lydia Kelly
Published: 14th October 2025