Getting into the spirits

"In China, the consumption of brown liquids such as cognac and whisky has yet to grow. But we think the potential is great. Right now penetration is only at less than 1 percent. This means there is a lot more room for growth," said Jeff Lin, marketing director of Diageo China.

In China, the world's largest alcohol consumer, the sale of local white grain liquor, or baijiu, still far exceeds that of imported spirits. According to data from IWSR, an international alcohol beverage market data and analysis provider, imported spirits account for less than 2 percent of the overall alcohol market in China.

In July, luxury hotel brand Peninsula Shanghai partnered Scottish label Macallan to launch an exclusive 1991 vintage single malt whisky. There are only 220 bottles of this limited edition liquor which was aged in sherry oak casks. The price of the bottles range from 18,888 to 88,888 yuan, depending on the "auspiciousness" of their serial numbers.

"We have already ventured into collaborations with prestigious champagne and wine houses so we felt that it is now time for us to try to move into the world of spirits, especially whisky," said Frederik Van den Borre, the hotel's food and beverage manager.