Getting into the spirits

Huang and her husband - they both used to work in the food and beverage industry in Shanghai - are avid drinkers, spending an average of 6,000 yuan on wine and spirits every month, with whisky accounting for the lion's share.

"Some men splurge on cars. Some women splurge on shoes. We happen to share an interest in alcohol," said Huang, who admitted that she enjoys sipping "whatever gets her tipsy" with her husband every night since they got married.

In their home, their alcohol collection comprises craft beer, wine, gin and whisky.

"The tougher the day is, the pricier the drink we have. And whisky is definitely on the top," she added.

The couple is among the horde of young consumers today who are driving growth in the Chinese liquor market which has been stagnant since 2015 following the introduction of the anti-corruption campaign two years before. Sales of premium liquors like Chinese baijiu and brandy were severely affected by the crackdown as government officials were banned from gifting luxury items.