"In the long run, the modernization of China will only succeed if the culture and society are right," he said. "As my years have gone on, I have been more and more aware of the importance of Chinese culture. And I am quite sure that China will play a critical part in helping us to achieve a more civilized world."

Marie Cheong-Thong, a member of the spirits judging committee at the International Wine and Spirit Competition, whose awards are considered high honors in the industry, told China Daily that Moutai is an "amazing" spirit that the West needs to appreciate.

"Once the Western world tastes and gets over this crazy, amazing, funky spirit, they can understand how amazing Moutai is, and why and how the Chinese can make this happen over thousands of years," she said. "People here do not know how amazing something from the Far East can be and how different it is. But today, to see Moutai bottles arranged along my way was just fascinating."

A high-level dialogue

On Friday, senior representatives from the China Alcoholic Drinks Association (CADA), Kweichow Moutai, Diageo, a British multinational alcoholic beverage company, and Pernod Ricard, a French wine and spirits group, attended a meeting hosted by CADA in London to discuss the sustainable development of global spirit industry.