Launching with Global Brand Ambassador and F1 driver, Charles Leclerc ahead of the Singapore Grand Prix, Chivas Regal Crystalgold is a crystal-clear, ultra-smooth spirit offering mixability, craft and flavour.
Luxury Scotch whisky brand, Chivas Regal has announced the global launch of its groundbreaking spirit innovation, Chivas Regal Crystalgold – defying what you think you know about its world-renowned range.
Crafted from a bespoke blend and refined through a pioneering filtration process, Chivas Regal Crystalgold showcases technical excellence, delivering remarkable smoothness and transparency while preserving the depth of character and craft associated with the Chivas Regal brand signature style.
Pairing the mixability and versatility of a clear spirit with the depth of flavour and craftsmanship of a dark, oak-aged spirit, Chivas Regal Crystalgold offers an elevated alternative to traditional clear spirits, perfect for those sundowner moments that call for something fresher and more sophisticated in taste. Where clarity, versatility and craft converge in one groundbreaking spirit, it can be enjoyed neat, on the rocks, or in a cocktail for a truly distinctive, ultra-smooth drinking experience.
“We’ve always believed that innovation should enhance tradition, not erase it and Chivas Regal Crystalgold is the epitome of that. It pushes the boundaries of what’s possible in blending,” said Sandy Hyslop, Master Blender, Chivas Regal.
“Through years of experimentation, we have perfected a filtration process that removes colour while retaining flavour for a truly unique drinking experience. Our goal with Chivas Regal Crystalgold wasn’t just to innovate, it was to preserve everything people love about an oak-aged spirit, while presenting it in a way you’ve never seen from us before. The clarity is striking, but the flavour is unmistakably ours.”
At the heart of this launch is Chivas Regal Global Brand Ambassador and F1 driver, Charles Leclerc, whose innovative mindset and pursuit of excellence mirror the ethos behind Chivas Regal Crystalgold. Known for his precision across all disciplines, including his off-track passion for chess, Leclerc embodies the ability to stay multiple moves ahead – a quality that also defines the meticulous art of spirit blending and innovation. Just as Chivas Regal Crystalgold offers a fresh perspective on tradition, Leclerc brings a sharp, modern lens to a world shaped by legacy and precision.
“Since partnering with Chivas Regal, I’ve been inspired by its unwavering commitment to craftsmanship and ability to balance heritage with innovation,” said Charles Leclerc, Global Brand Ambassador, Chivas Regal. “That philosophy deeply resonates with me – it mirrors the way I approach both my career and off-track passions, like chess, where strategy and precision are everything. Chivas Regal Crystalgold is the embodiment of that spirit. It’s about pushing boundaries while staying true to your roots.”
To celebrate the launch of this groundbreaking innovation, Charles Leclerc and Chivas Regal have together created the ‘Leclerc Spritz.’ Comprising of a blend of citrus, elderflower and mint, elevated with champagne and Chivas Regal Crystalgold – it’s a modern twist on a timeless favourite, a bold innovation just like Chivas Regal Crystalgold itself.
“With 75%* of consumers seeking spirits suited to afternoon-to-evening occasions, Chivas Regal Crystalgold meets a growing demand for spirits that are lighter and more versatile, while filling a unique space in our brand portfolio,” said Nick Blacknell, Marketing Director, Chivas Regal. “We’ve created a product that allows for both existing, and new generations of drinkers to experience a new type of spirit made by Chivas Regal. It’s a breakthrough in filtration and taste, but more than that, it’s a statement of who we are: bold, strategic, and ahead of the curve.”
CREDITS
Brand: CHIVAS REGAL CRYSTALGOLD
Client: Chivas Regal | Pernod Ricard
Client Team: Naomi Rees, Elisabet McLuskey, William Jukes, Thomas Aastad, Sophie Delannoy
Campaign: Clear as crystal. Smooth as gold
Creative agency: Impero
Creative Directors: Michael Scantlebury, Al Mills
Creative Team: Alec Carluen, Sophia Tassew, Christopher Spore, Elena Laverty
Motion Editor: Precious Salazar
Design Director: Catalin Margarit
Senior Designer: Ken Tsujimoto
Account Director: Shannon Farmer
Head of Strategy: Charlotte Wilcocks
Head of Production: Shaye Laree Thompson
Producers: Julia Tallis, Clare Thomson
Chess film
Production Company: Race Service
Product film
Production Company: FORM
Freelance Production: Pretend Lovers
Photographer/Videographer: Addie Chinn
CGI Agency: KORB