Spirits brands look to sports, sponsorship and celebrity playbook to convert younger consumers

Top-shelf whisky — and whiskey — brands are reaching for a familiar combination of ingredients as they seek to recruit younger consumers into category customers.

Premium blended Scotch brand Chivas Regal, a sponsor of Ferrari’s Formula 1 team since 2024, recently launched a new ad built around driver Charles Leclerc.

Running across TV, paid social and out-of-home, it showcases a limited edition of the whisky (aged for 16 years, a reference to Leclerc’s driver number) and a board game specially designed and manufactured for Leclerc; the driver is a chess nut when he’s away from the track.

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Pitch deck: X leans on AI and performance in a bid to win ad dollars

X is making the same pitch every other platform is making: scale plus AI equals performance. 

As ever, the proof will be in the ad spend (or lack of it) given this isn’t the first time the platform has tried to reinvent itself with advertisers. Since Elon Musk’s controversial acquisition of the platform in 2022, the platform has watched major advertisers walk, rebranded from Twitter to X, hired advertising doyen Linda Yaccarino who left after two years and cycled through enough ad product relaunches to lose count. 

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