Pernod Ricard’s Chivas Brothers scotch whisky division has teamed up with Formula 1 star Charles Leclerc for the latest marketing push for Chivas Regal.
The unit has signed a “multiyear partnership” with the Ferrari driver and will host a pop-up bar named ‘Leclerc’s’ ahead of the 2025 Formula 1 season opener in Melbourne, Australia. Leclerc, who has recently released his own songs as a pianist, will make an appearance at the one-night event at the piano bar.
Chivas Brothers secured sponsorship of Leclerc’s Scuderia Ferrari HP team late last year.
Chivas Regal’s global marketing director, Nick Blacknell, said: “We’re excited to bring fans on the journey to celebrate our wins together – the ethos that lies at the heart of Chivas Regal.”
Earlier this month, Pernod Ricard partnered with Irish actor Andrew Scott for its Redbreast Irish whiskey’s latest marketing move.
Meanwhile, Moët Hennessy has leveraged parent company LVMH’s ten-year sponsorship arrangement with Formula 1 for its Moët & Chandon champagne brand.
