chivas regal effect · Strategic Marketing by Eduardo Wöetter

A bottle of 1970 vintage The Macallan Single Highland Malt Scotch Whisky rests on an ornate silver tray on a polished dark wood bar counter. Next to the bottle, a small, classically framed sign displays a price of $4,500. The blurred background reveals a luxurious, classic lounge setting with warm amber lighting, wood paneling, dark leather seating, and an illuminated shelf holding various crystal decanters.

The Chivas Regal Effect: Why Doubling Your Price Can Triple Your Sales

Economic logic has failed you. Discover how an irrational maneuver saved Chivas Regal from bankruptcy and why doubling your prices immediately is the fastest route to increasing perceived value, dominating the market, and tripling your profit margins.

2026-02-24 · 7 min