Chivas Regal has announced the appointment of Formula 1 driver Charles Leclerc as brand ambassador.

The multi-year partnership will see Leclerc promote the scotch whisky brand through one-night only pop-up piano bars. Called Leclerc’s, the bar will open on 11 March in Melbourne, ahead of the 2025 season opener in the city later that week.

The event will give VIP guests and a 'limited number of lucky fans' the chance to enjoy bespoke cocktails.

Nick Blacknell, global marketing director, Chivas Regal, Chivas Brothers, 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.”

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