Beyond the Bottle: Momentum Brings Chivas Regal 16 to Life at Monza

Building on the momentum of its partnerships with Scuderia Ferrari HP and Global Ambassador, Charles Leclerc, Chivas Regal transformed Monza race week into a multi-day celebration of true mastery, anchored by the launch of Chivas Regal 16, a limited-edition blended Scotch whisky and expression of mastery co-created with Charles Leclerc.

Photo credit: SIDEQUEST

Designed around the belief that mastery transcends disciplines, the programme connected every guest touchpoint through a single creative narrative, exploring excellence across strategy, craft and whisky-making. Spanning a headline experiential event and premium race-week hospitality, Chivas Regal brought its mastery platform to life throughout the Italian Grand Prix weekend.

The experience began at an Italian villa with the Arena of Mastery, where guests witnessed Charles Leclerc go head-to-head with chess Grandmaster Hikaru Nakamura in a live game of SE!ZE, the strategy game co-created by Chivas Regal and Leclerc. Bringing together two masters from different worlds, the event became a live expression of mastery, showcasing the deliberate choices and precision that sit at the heart of both Chivas Regal 16 and SE!ZE. Staged as a luxury sporting spectacle, guests were immersed in the tension and drama of the live competition while enjoying a black-tie experience complete with live commentary, pundit analysis, exceptional Italian cuisine and bespoke Chivas Regal cocktails.

At the circuit, the experience continued inside the Regal Club, a premium trackside suite offering luxury hospitality and a programme of entertainment between races. The Stage of Mastery hosted conversations with members of the Scuderia Ferrari HP team, while the Mastery Lounge offered whisky tastings, SE!ZE masterclasses and lessons in the art of race commentary. Personalised embroidery, mozzarella-pulling experiences, and surprise cocktail moments, including a secret serve and guest bartender appearance, provided further expressions of mastery throughout the weekend, while a dedicated racing expert guided guests through the action on track.

Photo credit: SIDEQUEST

By weaving a single narrative through every element of the activation, from the Arena of Mastery to race-day hospitality, Chivas Regal brought its Shared Mastery platform to life through a cohesive and immersive race-week experience, demonstrating how Chivas Regal 16 extends beyond the bottle to celebrate mastery in all its forms.

Source: Momentum WW

  Charles Leclerc, Chivas Regal, Chivas Regal 16, Monza race week, Scuderia Ferrari HP, Scuderia Ferrari HP and Global Ambassador