The company said regional sales growth over the first quarter of the year was strongest in Greater China (China, Hong Kong and Taiwan) and south east Asia (Thailand and Singapore).

Emerging mainland Chinese travellers were the main purchasers of premium and super-premium products, often buying for gifting purposes.

However, Australian and south eastern Asian travelling nationalities were driving sales of vodka, the company noted.

Responding to these trends, Diageo GTME has launched a number of travel retail exclusives, such as Johnnie Walker Blue Label The Casks Edition, as well as stepping up its focus on brands such as Chinese white spirit Shui Jing Fang and Cîroc vodka. 

Johnnie Walker Blue Label The Casks Edition hit Asian duty-free stores last month, priced at about $300 for a 1-litre bottle.