Chivas Regal launches Charles Leclerc signature whisky

Chivas Regal, a luxury Scotch whisky brand under the Pernod Ricard portfolio, has launched a limited-edition 16-year-old expression co-created with Formula 1 driver Charles Leclerc. To mark the launch ahead of the Italian Grand Prix, the brand hosted the ‘Chivas Regal Arena of Mastery’ event.

The activation featured a competition between Leclerc and Grandmaster Hikaru Nakamura in a bespoke chess-inspired game called SE!ZE. The event highlights a growing trend in the spirits industry where brands utilize celebrity endorsements and immersive marketing to target younger demographics. In 2023, celebrity-backed whiskies saw an 8% volume growth, significantly outpacing the overall whisky category's 2% growth.