Scotch whisky brand Chivas Regal is collaborating with the Scuderia Ferrari HP Formula 1 team as an official partner ahead of the Las Vegas Grand Prix.
Both brands will be united in a multi-year partnership focussed on exploring the importance of teamwork to success through a range of custom content and live experiences centred on an awareness campaign planned for next year that will espouse the dangers of drink driving.
Jean-Etienne Gourgues, Chairman & CEO of Paisley-based Chivas Brothers, makers of Chivas Regal, commented: “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.”
Chivas Regal operates distilleries including Strathclyde and Longmorn, but its spiritual home is at Strathisla, the oldest working distillery in the Highlands.