Asia’s new middle class is creating a strong thirst for spirits. IWSR a market-research firm reports that consumption grew by 1.6% to 27 billion litres in 2012. China was the world’s largest market responsible for a whopping 38% of global consumption. However 99% of all Chinese consumption was of the national liquor baijiu, which as our team of writers can attest is definitely an acquired taste.
Thanks to the The Economist for this handy chart.