China - UK-based international alcoholic beverage giant, Diageo Plc’s local subsidiary, Sichuan Swellfun Co Ltd is taking on top-selling rival Kweichow Moutai at the top of the shelf by launching a baijiu priced at US$256 (¥1,699 yuan)- roughly the price of 10 bottles of Absolut vodka.

Swellfun’s new top of the range item is dearer than the ¥1,299-yuan Feitian baijiu produced by China’s legendary Kweichow Moutai, which overtook Diageo earlier this year as the world’s most valuable distiller.