The Chivas Regal 16 campaign introduces a 16-year-old blended Scotch whisky developed with Master Blender Sandy Hyslop and Charles Leclerc. The expression combines whiskies aged for a minimum of 16 years, referencing Leclerc’s racing number and birth date. Built around Longmorn single malt matured in sherry casks, the blend delivers notes of mandarin, raisins, cinnamon, toasted oak, and ginger spice. The release marks the first 16-year-old permanent addition to the brand’s range and continues its ongoing collaboration with the Formula 1 driver.
The campaign also includes SE!ZE, a custom board game created with creative agency Baby Teeth and game designer James Wallis. The game centers on strategic decision-making and social interaction, designed to reflect Leclerc’s competitive mindset. Director Tom Hardiman shot a campaign film on the French Riviera featuring Leclerc playing SE!ZE with friends. Chivas Regal plans to extend the activation through 2026 with in-person events and race weekend integrations.
Whisky Game Campaigns
The Chivas Regal 16 Campaign Pairs Charles Leclerc with a Bespoke Board Game
Trend Themes
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Celebrity-product Co-creation — Collaborations between high-profile personalities and brands are creating bespoke products that blend personal narratives with premium craftsmanship, opening room for differentiated premium lines tied to individual identities.
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Experiential Gamified Marketing — Branded physical games and interactive experiences are being used to deepen consumer engagement around product stories, presenting a shift toward collectible, social activations that extend campaign lifecycles.
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Heritage-aged Limited Editions — Long-aged, provenance-driven releases are being positioned as permanent premium offerings, signaling demand for narrative-rich SKUs that command higher price points and collector interest.
Industry Implications
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Spirits-and-beverage — The category is moving beyond liquid-only value propositions toward storytelling and co-created products that increase margins through exclusivity and brand-led narratives.
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Gaming-and-tabletop — Designers and publishers are finding opportunities in branded tabletop experiences that translate cultural properties into social, replayable products with collectible appeal.
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Luxury-events-and-experiential-marketing — High-end experiential activations tied to lifestyle moments and live events are becoming platforms for long-term brand engagement and premium service monetization.