Category: PM: Do you drink scotch?
(class erupts in laughter)
RZ: Yes.
With that one question, Dr. Moreton broke the ice faster than any guest speaker we’ve had prior. That said, I’m not sure if I should be proud or offended at my classmates reaction to me being the recipient of that question…
PM: How much is this bottle of Chivas Regal worth to you?
RZ: Right now, with an afternoon’s worth of classes to go? Not a whole lot!
Dr. Patrick Moreton from the Washington-Fudan EMBA program explains how Chivas Regal captured the Chinese market
In trying to illustrate the perception of the Chivas Regal brand in the U.S., Dr. Moreton couldn’t have picked a better person in the class than me. While I’m not a single-malt purist, other than running through the ‘colors’ of Johnny Walker I’ve never really spent that many glasses exploring the world of blended scotch whiskeys. Nor do I know anyone (as far as I know, at least) that prefers Chivas as their drink of choice.
According to Wikipedia, Chivas Regal was the drink of Frank Sinatra and the rest of the Rat Pack; however, to this 30-something American male, that association doesn’t mean a whole lot. More broadly, Chivas Regal isn’t spoken about in the U.S. in the same circles as single-malts like Macallan or The Glenlivet, or even Johnny Walker Black Label in the blended scotch whiskey segment. And yet, in China, Chivas Regal is second only to Remy Martin cognac in the premium spirits segment. How can this be?
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