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<\/p>\nChivas Regal has launched a film celebrating Scuderia Ferrari HP\u2019s pit crew, highlighting teamwork as drinks brands deepen their ties with Formula 1.<\/p>\n
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A tribute to teamwork<\/p>\n
The film, A Tribute to the Scuderia Ferrari HP Pit Crew, premiered during the Italian Grand Prix in Monza. Written by spoken word artist George the Poet and voiced by Lewis Hamilton and Charles Leclerc, the piece shines a light on the behind-the-scenes work of Ferrari\u2019s crew, whose precision can decide the outcome of a race.<\/p>\n
Fred Vasseur, Team Principal at Scuderia Ferrari HP, welcomed the move:
\u201cFormula 1 is a team sport in every sense, and our results come from the dedication of everyone at Scuderia Ferrari HP. It\u2019s great to have a partner like Chivas Regal, who highlights this collective spirit and recognises the incredible work done away from the spotlight.\u201d<\/p>\n
The choreographed sequences were shot at Ferrari\u2019s Maranello HQ, directed by Daniel Sannwald and choreographed by Sadek Berrabah.<\/p>\n
Nick Blacknell, Global Marketing Director for Chivas Regal, said: \u201cTrue greatness is driven by the hands of many. This campaign embodies our I Rise We Rise ethos and focuses on the people who build together and set the team up for greatness behind the scenes.\u201d<\/p>\n
F1 and drinks: a growing alliance<\/p>\n
Chivas Regal\u2019s partnership with Ferrari is part of a broader surge in drinks brands moving into Formula 1. LVMH has strengthened its presence in the sport this year through a Belvedere vodka partnership, while Glenfiddich became the official whisky partner of the Aston Martin team.<\/p>\n
These tie-ups are no longer confined to champagne on the podium but now span spirits and luxury lifestyle brands. They reflect Formula 1\u2019s ability to provide a global stage for drinks companies to showcase values such as craftsmanship, precision, and performance.<\/p>\n
For whisky, the alignment goes further. Chivas Regal\u2019s focus on the pit crew echoes Glenfiddich\u2019s positioning with Aston Martin, both highlighting teamwork, innovation and heritage to connect with new audiences. Meanwhile, LVMH\u2019s Belvedere play taps into the sport\u2019s glamour and its reach among Gen Z consumers.<\/p>\n
Targeting new generations<\/p>\n
As Chivas Brothers noted earlier this year, Formula 1 offers access to younger drinkers who increasingly engage with brands through lifestyle-led partnerships rather than traditional advertising. With F1\u2019s popularity expanding in the US and Asia, spirits companies see the sport as a platform to balance heritage with modern cultural relevance.<\/p>\n
At the same time, these partnerships arrive as the drinks industry faces shifting consumer attitudes around moderation and wellness. By emphasising teamwork and shared success rather than consumption itself, Chivas Regal\u2019s latest campaign steers the message towards values rather than product.<\/p>\n
Global reach<\/p>\n
Chivas Regal sells more than 4.5 million 9L cases annually across 100 markets, with a retail sales value exceeding \u20ac2bn. Its association with Ferrari builds on other sporting partnerships, including Arsenal FC.<\/p>\n
For Formula 1, the growing roster of drinks partners provides both commercial strength and cultural positioning, helping the sport balance its tradition with the lifestyle narratives demanded by a new generation of fans.<\/p>\n
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