Baijiu, China’s centuries-old high-proof liquor known for its fiery flavor and strong presence at business banquets, is undergoing a transformation as distillers target younger, health-conscious consumers.
Distilled mainly from sorghum and containing up to 60% alcohol, baijiu is central to Chinese drinking culture and social rituals like the customary gan bei (bottoms up) toast. Yet as modern drinkers shift away from heavy drinking and lavish feasting, baijiu’s producers are innovating to stay relevant.
“If you like spirits and haven’t tried baijiu, it’s like eating noodles but never trying spaghetti,” said Canadian wine expert Jim Boyce, founder of World Baijiu Day. The annual event promotes awareness of the spirit outside China, where it’s less known than whiskey or vodka.
The most famous variety, Moutai from Guizhou province, was famously praised by U.S. diplomat Henry Kissinger during a 1974 banquet with Deng Xiaoping. But despite its prestige, baijiu sales have slumped in recent years. According to the China Alcoholic Drinks Association, Feitian Moutai’s price has dropped 36% this year, and overall baijiu production is expected to decline for an eighth consecutive year in 2025.
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Crackdowns on official extravagance and workplace drinking, coupled with an economic slowdown, have weakened demand. In May, the Communist Party banned alcohol during work meals as part of its anti-corruption efforts.
In response, baijiu makers are adapting. Some, like Kweichou Moutai, launched innovations like Moutai-flavored lattes with Luckin’ Coffee, reportedly selling 5 million cups daily. Others are infusing baijiu with fruit, bottling it in sleek designs, and lowering alcohol content to under 10% to attract Gen Z consumers.
Brands like Jiangxiaobai use poetic packaging and lifestyle-oriented marketing. Bartenders are also embracing baijiu in cocktails to appeal to younger palates.
“Baijiu is quietly making its way into our lives,” said Shirley Huang, 27, sipping a baijiu-based cocktail in Beijing. “It may not appear as itself, but it reemerges in new forms.”
Source: Agency