The collaboration sees Chivas Regal and Scuderia Ferrari HP - the world's most successful Formula 1 team - come together ahead of the 2025 season. Through behind-the-scenes access, the whisky brand hopes to showcase a new take on the world of motor sports, alongside exclusive content and live experiences. Launched in 1909, Chivas has been integral to the growth of the Scotch whisky category worldwide - selling more than 4.
6 million 9L cases every year. READ MORE: How much did Paddy McGuinness raise for Children In Need 2024? 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 Ferrari, 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 and CEO of Chivas Brothers, makers of Chivas Regal, added: "This .