The iconic whisky brand joins forces with the legendary F1 team for a unique partnership.
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In a remarkable development for both the whisky and motorsport industries, Chivas Regal, a renowned whisky brand based in Moray, has officially become the “official team partner” of the legendary Formula One team, Scuderia Ferrari. This multi-year partnership is set to debut during the highly anticipated Las Vegas Grand Prix weekend, taking place from November 21 to 23, 2023.
Historic collaboration between whisky and motorsport
Chivas Regal, known for its rich heritage and craftsmanship, will see its logo prominently featured on Scuderia Ferrari’s merchandise starting next year. This collaboration marks a significant milestone as it intertwines the worlds of luxury whisky and elite motorsport, showcasing the shared values of excellence and tradition.
The partnership is particularly noteworthy as Scuderia Ferrari is not only the oldest surviving name in Formula One but also the most successful, having been founded by Enzo Ferrari in 1929.
Lewis Hamilton to represent Chivas Regal
Adding to the excitement, British F1 superstar Lewis Hamilton will don the Chivas Regal branding during his debut season with Ferrari in 2025. Hamilton, a seven-time world champion, will race alongside former rival Charles Leclerc, promising to bring a fresh dynamic to the team. This collaboration is expected to shine a light on the off-track lives of the drivers, offering fans a unique perspective on the iconic racing team.
Promoting responsible drinking through partnership
Beyond the realm of motorsport, the partnership aims to raise awareness about the dangers of drink-driving. Chivas Regal plans to launch a project next year that aligns with its ongoing commitment to responsible drinking campaigns in various markets, including Japan and Mexico. This initiative underscores the brand’s dedication to social responsibility while engaging with a broader audience through its association with one of the most prestigious teams in Formula One.
Statements from leadership
Jean-Etienne Gourgues, chairman and chief executive of Chivas Brothers, expressed enthusiasm about the partnership, stating, “This partnership marks a significant gear shift as we accelerate into a new era in sports culture for Chivas Regal.” He emphasized the alignment of values between Chivas Regal and Scuderia Ferrari, highlighting their shared commitment to excellence and craftsmanship.
Frederic Vasseur, the team principal of Scuderia Ferrari, echoed this sentiment, stating, “We are pleased to announce our partnership with Chivas Regal, with whom we share the values of striving for excellence, attention to detail, and craftsmanship – founded on years of tradition, while constantly evolving.” This collaboration is poised to redefine the intersection of luxury brands and high-octane sports, setting a new standard for future partnerships.
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