Scuderia Ferrari’s Formula 1 driver Charles Leclerc has a new role — he’s been tapped by Scotch whisky brand Chivas Regal to be its global brand ambassador. This multiyear partnership announcement follows the spirit company being named an official team partner of Ferrari for the 2025 season and beyond.
Chivas Regal said that the partnership is celebrating redefining success and celebrating the achievement of personal goals and creativity. Beyond the racetrack, Leclerc is a self-taught piano player and lover of music. During the off-season and between races, he has spent time perfecting and pouring his passion for the instrument to create music. The company went on to note the synergy between Leclerc’s dedication to the mastery of the piano and the craftsmanship used to create the Chivas Regal whisky.
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© Mark Cocksedge
Thus far, Leclerc has released two songs ahead of the 2025 season — with a total of nine songs released since 2023.
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“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,” said Leclerc. “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.”
To celebrate, Chivas Regal and Leclerc are hosting a one-night-only piano bar pop-up called “Leclerc’s” on March 11 at the upcoming Australian Grand Prix in Melbourne season opener, merging together the worlds of music and whisky.
The exclusive event will host VIP guests and a small selection of fans to enjoy the Chivas Regal x Charles Leclerc whisky cocktails. Leclerc’s signature cocktail, The Leclerc Spritz, is a twist on the Italian classic, paying homage to both the Italian roots of Ferrari and the French Riviera of Leclerc’s birthplace of Monaco. The whisky brand said that the evening will be centered around Leclerc’s passion for the piano.
Beyond Leclerc’s passion for piano, his paddock style has also been a noteworthy topic — as reflected in the accompanying Chivas Regal campaign photos, styled by Carlotta Constant. Leclerc’s ambassorships with APM Monaco and Richard Mille are showcased alongside a mix of major luxury fashion brands, including Simone Rocha, Reiss, Amiri, Saint Laurent, Intimissimi, 1017 Alyx 9SM, The Row and Burberry.
“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 of 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.”