Chivas brothers is a scotch whisky, bottlers, distributor and premium gin company. They also produce, export and market some of the world’s best known and highest quality malts. It was first established in 1809 and they are the oldest operating highland distillery, founded in 1786. The most known product is chivas regal and it is produced in Strathisla distillery at Keith, Moray in Speyside, Scotland. It considered as world’s number two wines and spirit Company. Chivas Brothers has employees in 31 locations throughout the UK, as well as in strategic markets around the world. Around a third the company’s 1500 employees are based at their bottling plant in Paisley, from where the worldwide distribution network is coordinated and managed. Their key brands include chivas regal, The Glenlivet, Ballantine’s and Beefeater gin etc. Their slogan is “The best way to enjoy chivas is with friends”. Their sales have grown by 61% between 2002 and 2008 of around £2 million mostly in Europe and Asia Pacific, it is also global leader in luxury scotch whisky with 85% market share of scotch whisky aged 21 years old and over. Chivas has recently launched a new global advertising campaign to run across all continents featuring on Tv, press and outdoor advertising . Their competitors include Johnie walker, Glenfiddich and Glen motange have taken the African market which chivas has not yet served. In 2012 , Chivas regal whiskies have performed well at the international spirit ratings competition in San Francisco getting gold and double gold for 18 and 21years category respectively. There are huge risks associated with alcohol companies and so for chivas to cope up with this highly competitive market, they have to overcome those risks. This report will examine the political and technological risks associated with the whisky and spirit industry.
2.0 Political aspects
Since Chivas brothers are considered as an alcohol...