A luxury Scotch whisky has recently been named the “official team partner” of the Scuderia Ferrari HP Formula 1 team in a new global multi-year partnership. This exciting collaboration between Chivas Regal and the world-renowned Formula 1 team is set to kick off ahead of the 2025 season.
Chivas Regal, established in 1909, has played a significant role in shaping the Scotch whisky category on a global scale, with annual sales exceeding 4.6 million 9L cases. By joining forces with Scuderia Ferrari HP, the whisky brand aims to offer fans a fresh perspective on the world of motorsports through exclusive content, live experiences, and behind-the-scenes access.
Moreover, the partnership will serve as a powerful platform for Chivas Regal to raise awareness about the dangers of drink-driving and promote responsible drinking practices among a diverse global audience of passionate racing enthusiasts. The integrated campaign, scheduled to launch next year, will build upon previous responsible drinking initiatives undertaken by Chivas Regal in various markets, including Mexico and Japan.
Frederic Vasseur, the Formula 1 team principal at Ferrari, expressed his enthusiasm about the partnership, emphasizing the shared values of excellence, attention to detail, and craftsmanship that unite the two brands. He highlighted the mutual commitment to progress and innovation, setting new standards in their respective fields of expertise.
Jean-Etienne Gourgues, the chairman and CEO of Chivas Brothers, the makers of Chivas Regal, echoed Vasseur’s sentiments, characterizing the collaboration as a significant milestone that marks a new chapter in sports culture for the whisky brand. He underscored the importance of teamwork in achieving success, aligning with Chivas Regal’s mission of collective empowerment encapsulated in their motto, “I Rise, We Rise.”
Furthermore, Lorenzo Giorgetti, Ferrari’s chief racing revenue officer, expressed his delight at the partnership with Chivas Regal, describing the brand as a dynamic newcomer to the world of elite motorsport. Together with Scuderia Ferrari HP, they plan to engage fans through innovative activations, bringing Formula 1 closer to its audience and expanding the fan base of both the team and the sport at large.
In conclusion, the collaboration between Chivas Regal and Scuderia Ferrari HP represents a harmonious blend of tradition, innovation, and shared values, aimed at creating a memorable and impactful experience for fans of motorsports around the world. As the 2025 season approaches, the partnership promises to deliver exciting content, immersive experiences, and important messages regarding responsible drinking, reinforcing the brands’ commitment to excellence and social responsibility.
