Chivas Regal Accelerates Into New Era In Sports Culture With Global Partnership With Scuderia Ferrari HP
Published Date: 14th November 2024
Ahead of the Las Vegas Grand Prix, Chivas Regal comes together with Scuderia Ferrari HP in a multi-year partnership, with the iconic blended Scotch appointed ‘Official Team Partner’
Announced ahead of the Las Vegas Grand Prix next weekend, luxury Scotch whisky, Chivas Regal, has been appointed ‘Official Team Partner’ of the Scuderia Ferrari HP Formula 1 team in a new global multi-year partnership that unites two iconic heritage brands with a shared legacy in craft, innovation and luxury.
The collaboration sees Chivas Regal - the original luxury blended Scotch whisky - and Scuderia Ferrari HP - the world’s most successful Formula 1 team - come together to celebrate their commitment to collective success, which forms the foundation of the new partnership.
Shining a light on life off-track, the collaboration will offer a fresh perspective on Scuderia Ferrari HP, focussing on telling the untold stories of teamwork that are critical to success. Through unparalleled behind-the-scenes access showcasing a new take on the world of motor sports, alongside exclusive content and live experiences, Chivas Regal and Scuderia Ferrari HP will spotlight contemporary racing culture, championing the Tifosi - Scuderia Ferrari HP’s loyal fandom - and putting the focus on the sport’s ever-growing international fan community.
The partnership will also be used as a powerful platform for Chivas Regal to raise awareness about the dangers of drink-driving, to drive positive impact amongst a global audience of passionate racing enthusiasts. The integrated campaign, which is due to launch next year, will follow recent responsible drinking campaigns run by Chivas Regal in markets such as Mexico and Japan.
Frederic Vasseur, Formula 1 Team Principal at Scuderia Ferrari HP, commented:“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. Together, we share the desire to progress and set the benchmark in our respective fields of endeavour. I look forward to working with Chivas Regal in a partnership that will be beneficial for both brands.”
Jean-Etienne Gourgues, Chairman & CEO of Chivas Brothers, makers of Chivas Regal, added:“This partnership marks a significant gear shift as we accelerate into a new era in sports culture for Chivas Regal. Since its foundation, Scuderia Ferrari HP has been a true pioneer at the forefront of culture, making it the perfect partner for us to usher in this new chapter.
In the fast-moving world of Formula 1, success is a team effort – something that sits at the heart of Chivas Regal’s mission of ‘I Rise, We Rise’. We are passionate about using this new platform to engage today’s growing and increasingly diverse community of racing fans in the 2025 season and beyond, and leveraging the collective reach of our brands to ensure motorsports fans around the world know to never, ever, drink and drive.”
Lorenzo Giorgetti, Ferrari Chief Racing Revenue Officer,added: “We are delighted to announce the partnership with Chivas Regal, a dynamic brand entering the world of top-level motorsport for the first time, in collaboration with Scuderia Ferrari HP. We will work together on exciting and innovative activations to bring Formula 1 even closer to its fans, expanding the Scuderia Ferrari HP fan base and that of our sport in general.”
The partnership with Scuderia Ferrari HP is the latest move for Chivas Regal in its long-standing association with global sports culture, having enjoyed partnerships with Premier League football clubs for many years. Fans can keep up to date with the new partnership by following @ChivasRegal on Instagram or visiting Chivas.com.
More Whisky News
News: SMWS - 20th November 2024
The Scotch Malt Whisky Society Wraps Up Busy Year With Festive Gift Pack, Launch Of New Creators Collection Series & Expanded Cask Programme
News: Tomintoul - 20th November 2024
Tomintoul Commemorates Master Distiller’s 50-Year Career With Limited Edition Anniversary Release
News: Lochlea - 20th November 2024
Lochlea adds Stout Cask Finish to limited editions with Overtone collaboration
News: Loch Lomond - 19th November 2024
Multi-Award-Winning Scotch Whisky Distillery, Loch Lomond, Picks Up Another Accolade To End The Year
News: Glenallachie - 19th November 2024
Glenallachie Distillery: Year Of The Snake Honoured By Limited Edition Whisky
News: Inchdairnie - 19th November 2024
Inchdairnie Distillery Heralds In 10th Anniversary By Doubling Capacity With Significant Distillery Expansion
<< Read more latest news at Planet Whiskies
Trip to Johnnie Walker Princes Street
Distillery of the Month: September 2024
Tomintoul Distillery Tour
Planet Whiskies had a fantastic trip up to the Speyside Whisky region of Scotland in February 2024 to visit Angus Dundee Distillers Tomintoul Distillery within the Cairngorms National Park. Then, after the distillery tour and tasting, which was hosted by Iain Forteath, the master blender of Tomintoul, our press group travelled and stayed the night at the recently bought country home of Tomintoul House in the Aultmore Estate (previously called Aultmore House). Planet Whiskies has made the Tomintoul Distillery, Distillery of the Month for both March/April 2024. Read more Planet Whiskies Tomintoul Distillery Tour
Distillery of the Month: February 2024
Bushmills Distillery Tour
Planet Whiskies visited the new Bushmills Distillery in Northern Ireland on the 25th and 26th of September. Read our review of the experience of Bushmills and Northern Ireland at Planet Whiskies tour of Bushmills and Northern Ireland
You can also read the whole section about Bushmills Distillery at Bushmills Distillery Information on Planet Whiskies... So Bushmills was Planet Whiskies Distillery of the Month title for January/February 2024
Drams Delivered To Your Door
Drams Delivered To Your Door - The World’s Biggest Whisky Club Drops New Monthly Subscription Service
Whisky enthusiasts can now take their passion to the next level and have exceptional cask strength single malt whiskies delivered to their doors every month thanks to The Scotch Malt Whisky Society's new 'Drop & Dram' subscription service.
Click for more details
Whisky Tasting Sets
Advertisement
Stay Connected
Get Newsletter
Subscribe to our newsletter to get latest news, popular news and exclusive updates.
Latest Whisky News
Advertisement
Find out more about Scottish Distillery
Planet Whiskies Distillery Tours
Master Distillers Q&A
-
Keith Law: Master Distiller of Diageo
There are now two special pages on this website all about the views of Keith Law, the Master Distiller at Diageo. First page is about Blended Whisky and Food and the second page is a question and answer session relating to Keith's past experiences.... VIEW ANSWERS