Chivas Regal Scotch whisky has partnered with Formula One star and Global Brand Ambassador Charles Leclerc for the launch of a first 16 Year Old expression in the brand’s history.
Leclerc’s debut signature blend, Chivas Regal 16 Limited-Edition, connects the whisky with modern sports culture. As Chivas Regal Brand Ambassador, the company noted that he was “immersed into the world of whisky with Chivas Master Blender Sandy Hyslop, learning every step from distillation to the art of blending, and shaping the liquid to reflect his personal taste”.
Ferrari driver Leclerc explored several whiskies during the creation process, gravitating towards the rich complexity of sherry cask matured Longmorn single malt. The blend brings together 16 “exceptional whiskies”, each aged at least 16 years inspired by the number with which Leclerc has been associated since his career began in 2018.
A limited quantity has just launched across 40+ markets, including global travel retail. It makes its debut in the channel through Duty Free Americas at Miami International Airport from 1-30 May, timed to align with the Miami Grand Prix.
Travellers passing through Checkpoint D Concourse, North Terminal can test their driving skills by taking a lap of the Chivas Regal racing simulator or assess their physical and mental reaction times against the specially developed reflex game. A Chivas Regal tasting bar offers cocktails inspired by the world of motorsport, featuring either the 16-Year-Old Limited Edition or the Chivas Regal 18 Year Old.
Pernod Ricard Global Travel Retail Director, Power Brands and Emerging Categories Rae Gibson said, “Charles Leclerc is the perfect, natural fit for Chivas Regal and the ideal partner to amplify the brand’s luxury credentials amongst an engaged, active and growing F1 audience. This audience are known to be affluent and frequent travellers, with a taste for premium lifestyle products and who over-index on whisky consumption.
“This collaboration authentically brings style, strategy and cultural relevance to the whisky aisle. As an integral part of this limited quantity launch across 40+ markets, Pernod Ricard GTR is in a fantastic position to capitalise on the GP occasion, creating experience-led environments with our exciting Chivas Regal racing simulator and presenting the Chivas Regal 16 Charles Leclerc Limited Edition to fans all around the world.”
Tasting notes (courtesy of Chivas Bros)
“On the nose, sweet mandarin, raisins and manuka honey give way to warm cinnamon and sticky toffee. The palate moves through orange marmalade and apple cake into toasted oak and ginger spice. The finish: rich, velvety and long.”
