Chivas Regal has entered a global multi-year partnership with Formula 1 driver Charles Leclerc, appointing him as their new Global Brand Ambassador ahead of the 2025 Formula 1 season opener.

The partnership is described as an initiative that blends sports, music, and whisky culture, aiming to engage new audiences and elevate whisky culture beyond traditional spaces. To commemorate the collaboration, an exclusive, invite-only pop-up piano bar event will be held in Melbourne on March 11.

Leclerc, who is also a self-taught pianist, will share his passion for music at the event. The occasion will feature bespoke whisky cocktails, aligning with the brand's ethos of blending different cultural elements.

Global Marketing Director for Chivas Regal at Chivas Brothers, Nick Blacknell, 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."

The collaboration seeks to highlight the parallels between Leclerc's career and the brand's values, focusing on the blend of precision and passion.

"The art of success is in the blend of all the right notes. My craft demands time and precision, but it’s the opportunity to embrace all sides of myself, my passions, the journey that’s taken me here and the moments celebrated with others along the way that truly fuels me," said Leclerc. "Chivas Regal shares this ethos, encouraging all to strike the right notes in life and celebrate the wins, both big and small. I’m excited to show fans how we are redefining success together throughout this special partnership."