Last year the upper-premium blend of Johnny Walker, which sells for $300 a bottle in duty free, was launched in Asia, and the initial supply sold quickly in the run up to the Chinese New Year. “We’re not relying on a rebound in consumer confidence but on momentum in developing markets – Asia, Africa and Latin America,” said company CEO Paul Walsh.

Diageo is in the midst of a massive restructuring, which it hopes will save the UK-based company some $180m this year.