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Diageo takes shot at China growth with Scotch and baijiu

Spirits maker uses 'academy' to educate drinkers in Asia's biggest market

Sam Fischer, head of Diageo's greater China and the Asia-Pacific operations, has "great confidence" in travel retail in markets such as Hainan Island in China. (Photo courtesy of Diageo) 

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."

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