Getting into the spirits

"I don't think there is a particular trigger event that has boosted whisky consumption in China. It's just that with the education of different brands, and the introduction of the Michelin restaurant guide, young local connoisseurs have grown more sophisticated and are looking for a different excitement on the palate," he added.

Andrew Khan, vice president of LVMH's Moet Hennessy Diageo China marketing department, agreed that targeting the young crowd is the way to go these days. The brand's two key growth engines, he said, are the US and China markets.

In April, Moet Hennessy, which has been in China as early as 1869, launched its 12-day "Hennessy Declassified" campaign in Xiamen, Fujian province, that mimicked the settings of the popular theatrical production Sleep No More by offering young consumers an immersive experience about the production process of its cognac. The event received nearly 4,000 visitors, with about 1,400 signing up for the brand's tasting classes.

"I think the opportunity for spirits is enormous. It's a long game for us, which means that we are only at the beginning despite having been in China for many years now," said Khan.

"There are a lot of people out there who have little knowledge about Hennessy and we believe that is why they are not drinking it. So it's very important for us to share knowledge so that we can introduce our cognac to the new generation of consumers."