As high-end baijiu sales hit a sobering wall in China amid the crackdown on gift-giving and lavish spending by officials, consumption of premium liquor in India is roaring ahead, said Gilbert Ghostine, president, Asia Pacific at Diageo - the world's biggest distiller.
"If you look at our business in China, these anti-extravagance measures definitely did impact our baiju business," Ghostine told CNBC Asia's "Sqauwk Box" on Thursday.
"We recognize the baijiu business will still be disrupted in 2014, (but) in 2015 [sales in] the category will be up again in high single-digits . This is a category that's well entrenched with Chinese consumers, it is part of the culture," he added.
(Read more: China's luxury gift-giving slumps 25%)
Baijiu, the world's most consumed form of liquor thanks to its popularity in China, is a pungent white spirit averaging 110-proof.