Chivas Regal has a different take on Formula 1 And we found about it during the Monza Grand Prix

Formula 1 has become one of the most interesting territories for brands looking to build a narrative that goes beyond sport. Chivas Regal, official partner of Scuderia Ferrari, has chosen to enter this world through a strategy that brings together heritage, lifestyle and new forms of collaboration, using motorsport as a platform to engage with an international and contemporary audience.

At the heart of this approach is True Mastery, the concept through which Chivas defines its idea of success: a continuous pursuit fuelled by curiosity, comparison and the desire to keep improving. It is an approach reflected in the way the brand is building its presence around Formula 1, turning its partnership into a series of experiences and content involving athletes, creatives and personalities from different fields.

Among them, the relationship with Charles Leclerc, Chivas Regal Global Brand Ambassador, represents one of the brand’s most significant projects. The collaboration has resulted in Chivas Regal 16 Year Old Limited Edition, the first 16-year-old whisky in the history of Chivas Regal and the first blend co-created by the Monegasque driver.

The number 16, closely connected to Leclerc’s career, became the central thread of the project. In Scotland, the driver worked alongside Master Blender Sandy Hyslop, exploring different expressions and developing a particular affinity for Longmorn Single Malt matured in ex-sherry casks, selected as a key component of the blend. The result brings together 16 whiskies, all aged for at least 16 years, transforming a personal element of Leclerc’s career into a product that reflects the philosophy of the brand.

First unveiled in Miami, Chivas Regal 16 is an example of how Chivas is approaching its collaborations: not simply by putting an athlete at the centre of a campaign, but by involving them directly in the creation of the project.

At Monza, during the Italian Grand Prix, this strategy took on a new form with the Chivas Regal Arena of Mastery, where Leclerc faced chess Grandmaster Hikaru Nakamura. The meeting between Formula 1 and chess brought to the forefront the same elements that Chivas associates with the concept of Mastery: strategy, concentration and the ability to make decisions under pressure.

The same principle is at the heart of SE!ZE, the chess-inspired board game co-developed by Leclerc. Another project that expands the territory of the partnership, bringing Chivas’ philosophy beyond the world of motorsport.

The brand’s presence at Monza also extended into Milan. To open the Italian Grand Prix weekend, Chivas hosted a dinner at Palazzo Serbelloni, one of Milan’s most historic buildings and once the Milanese residence of Napoleon Bonaparte, before moving to Twiga Milano. Two moments that reflect Chivas’ ambition to build an ecosystem of experiences around Formula 1, where whisky becomes part of a broader cultural landscape.

This is where the value of the partnership with Ferrari becomes clear. For Chivas, Formula 1 is not simply an international stage, but a meeting point between performance, culture and lifestyle. A space where the brand can connect its heritage with a new generation of talent while continuing to explore new forms of storytelling.

“I Rise, We Rise”, Chivas Regal’s motto, captures this direction: individual growth becomes more meaningful when it is shared. And through partnerships, experiences and collaborations such as those built around Leclerc and Ferrari, Chivas is turning this philosophy into a tangible presence within the world of Formula 1.