Diageo takes shot at China growth with Scotch and baijiu

TOKYO -- Diageo, the world's largest spirits producer, is on a mission to satisfy China's thirst for Scotch whisky and baijiu white spirits.

"China is obviously an enormous consumer market," Sam Fischer, head of Diageo's greater China and Asia-Pacific business, stressed in a recent interview with Nikkei Asia. The British company describes the market as having an "enormous emerging middle class with an appetite for consumption."