Chivas boss condemns minimum pricing

Trade News

Chivas Regal 18

Chivas Regal 18

The chief executive of Chivas Brothers, Pernod Ricard’s Scotch whisky operation, has hit out at the Scottish Government’s minimum unit pricing policy on alcohol.

Christian Porta, who has run Chivas Brothers for eight years and sits on the board of the Scotch Whisky Association, said the newly introduced policy was illegal and unlikely to have any effect.

He told the Herald newspaper earlier this month: “We get the impression this Government is more about promoting headline grasping, and measures like minimum unit pricing which we do not believe is going to have an effect, than working with the industry.

“We believe it is going to be ineffective. It is not going to solve the problem of excessive consumption by a minority of the population. We believe it is illegal.”

The SWA has voiced concerns that the move may lead to other countries using health grounds to justify import tarriffs and other restrictions. They are said to be considering a European legal challenge.

The Scottish Government, however, claim their policy is legal under health grounds.

Whisky Festivals:

24jun12:00 pm- 4:30 pmStoke-on-Trent Whisky Festival 2017Around 100 whiskies and more than 15 gins availableKing's Hall, Stoke Town Hall, ST4 1JH

Event Details

Organised by 2 local whisky enthusiasts, Chris Knight and Neil Rowley; we wanted a way to give fellow enthusiasts, and new comers alike, the chance to taste new whiskies from a wide range of distillers from around the world, along with some fantastic offerings from independent bottlers.

There are 2 types of ticket, an Admission ticket and a Masterclass ticket. A Masterclass ticket MUST be accompanied by an Admission ticket.

With the increased popularity of gins over recent years, we also wanted to raise people’s awareness of the fantastic products now available. There will be a number of gins available at the festival, giving you a chance to try new gins from some of the many artisan distillers.


(Saturday) 12:00 pm - 4:30 pm GMT


King's Hall

Stoke Town Hall, ST4 1JH

Scottish Guides & Whisky Books on Amazon: