While the Chinese market may seem like a prime, untapped space for makers of luxury brands such as those of makers of spirits, some education of the consumer may still be required.

In a poll, 471 regular international spirits drinkers in Shanghai, Beijing and Guangzhou were asked if whisky and Cognac are the same drink. Some 19% said they agreed that whisky and Cognac were the same drink, and although 38% said they were not, a further 43% said they weren't sure.