Coinciding with the launch of Chivas Regal’s new Crystalgold spirit ahead of the 2025 Singapore Grand Prix, Formula 1 driver Charles Leclerc has been tapped to be at the center of the brand’s new campaign.
Chivas Regal, which named Leclerc its global brand ambassador in March, said the driver’s mindset of innovation and the “pursuit of excellence” mirrors the launch of the Crystalgold — an alternative to traditional clear spirits, which was created with a bespoke blend and filtration process for both neat and cocktail enjoyment.
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To introduce the multiyear deal, the Ferrari driver hosted a one-night-only piano cocktail bar with Chivas Regal at the Australian Grand Prix and announced his signature cocktail, the Leclerc Spritz — which pays homage to the Italian roots of Ferrari and the French Riviera of Leclerc’s Monegasque heritage. And now his cocktail has a twist, using the new Crystalgold spirit.
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The brand pointed to Leclerc’s passion and precision in his many pursuits and said he embodies the notion of staying “multiple moves ahead.” In the latest campaign imagery, styled by Carlotta Constant, he is playing chess — a pastime often enjoys with fellow drivers, including current teammate Lewis Hamilton and former teammate Carlos Sainz.
When Leclerc became the brand’s global ambassador, the brand presented Leclerc playing the piano in a nod to his musical prowess. Leclerc also recently visited the Scottish Highlands to see the brand’s distillery in person.
“Since partnering with Chivas Regal, I’ve been inspired by its unwavering commitment to craftsmanship and ability to balance heritage with innovation,” Leclerc said. “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.”
In an exclusive with WWD, Leclerc sat down to chat about his definition of success both on and off the racetrack, working with Constant as his stylist, tapping into his creative side through his new studio and more.
WWD: How did the partnership with Chivas Regal come about? How did the values of the brand resonate with you as both a person and a Formula 1 driver?
Charles Leclerc: It started through a friend of mine actually. I am very close to the Chivas family. Once they came and told me they were interested in speaking about something together and that’s how it started. I realized we had a lot more in common — the pursuit of staying ahead of the curve and thinking about how you can innovate.
“How can I get better as a person?” Whether it’s on track or off the track. And that’s the same thinking that goes into what they do to innovate their whisky, and still thinking about their core values. That’s the same for me — to stay true to myself. There’s a part of me that will never change, but at the same time, I want to innovate and be a better version of myself. It’s a very similar process to Chivas. Those are the values that really resonated with me.
WWD: How does this partnership deal with Chivas Regal reflect you within the broader luxury and lifestyle space?
C.L.: Obviously, luxury is something that I’ve always very much appreciated. The craftsmanship that goes into every single product, the amount of attention to detail there is. This is something that has always been very close to me in the sports world and my own little world; this is how I go about those things. It’s all about the small details. That’s the same thing with Chivas Regal, to think about the smallest details, which are really important.
WWD: Talk to me about working with your stylist, Carlotta Constant. How has your fashion changed over the years and how have you approached it?
C.L.: That’s an interesting question. I don’t get asked often about Carlotta, but she’s amazing. Do you know her?
WWD: Yes, I do.
C.L.: Yeah, she’s been amazing. I’ve always had that creative side in me, but I never really had time to dedicate and say, “OK, I really want to push into that.” Once we met Carlotta, she really changed the way I see fashion and how I can express myself with what I wear. I really enjoy it — the process of going through my personality and what I felt I was comfortable with. We went through that process and now she helps me to express myself the best way possible with the way I dress. It’s really nice.
WWD: How do you see your personal style and image evolving as you expand your reach via collaborations with luxury brands?
C.L.: It shows a different side of me, which I think is important. Of course, I’m most known for being a racing driver but I’m also a very creative person. It’s important to me to show that side of me as well. It’s not just about what I do professionally but also who I am as a person — and how I can show that in the most authentic way through the way I dress.
WWD: How does the “Success Is a Blend” philosophy of Chivas Regal align with your own approach to success on and off the track endeavors, such as fashion, music and ice cream?
C.L.: It’s [all about taking] small steps every day. It’s not about one big moment and exploding from there. It’s about the effort behind the scenes every single day to be a better person. With Chivas, it’s about doing small steps in the right direction. That’s where the magic happens — like they did with the latest product, which is very impressive and a huge innovation in the whisky world. That’s the same for me.
WWD: How does the launch of your new creative studio combine your varying interests and brand ambassadorships into one space?
C.L.: It’s another side of me, which is very similar to the fashion. I’m very creative — whether it’s with music, where I compose my own music or whether it’s fashion, a world that fascinates me. With the creative studio, these are things where I can express myself and show my vision. I have a very talented team that started the project with me. They’re a team that I’ve been working with for many years and they know me deeply. It was very important for me to be surrounded by the right people to start that. And so we started it and I’m really happy because again, it’s a way for me to express my creativity.
WWD: How do these partnerships allow you to connect with a broader audience and fan base beyond Formula 1 and help cement your legacy?
C.L.: It’s very interesting to see and meet different people from different backgrounds. And to share the same values, and how it can really bring people closer together once you speak. With Chivas, that’s exactly what I’ve seen. We’ve done a pop-up in Melbourne, which was very interesting to meet people from a very different world than mine in sports and see how many similarities we have. It’s been a very interesting partnership.