A perfect formula: Whiskey — off the track

Luxury Scotch whisky Chivas Regal has announced leading Formula 1 driver Charles Leclerc as its Global brand ambassador in a multiyear partnership, highlighting the brand’s growing influence in modern sports culture.

Throughout the collaboration, Chivas Regal and Charles will encourage fans to forge their own paths in redefining success. The partnership will celebrate the achievement of personal goals and creativity along the way, exploring Charles’ passion points off the racetrack, with the first being music.

As a talented and self-taught pianist and composer, Charles has been sharing his love of music with fans over the past few years, releasing multiple tracks. The time, precision, and passion he puts into mastering the notes on a piano reflect the craftsmanship required to blend the notes of an iconic whisky.

“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,” said Nick Blacknell, global marketing director for Chivas Regal at Chivas Brothers. “The 88 notes of the piano draw perfect parallels with the 85 flavor 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.”