Chinese Baijiu is adapting to attract younger consumers

• Baijiu is adapting to new trends to attract the youth.
• The decline in Baijiu consumption is linked to anti-corruption campaigns.
• Producers are experimenting with new products, such as flavored spirits and cocktails.

Chinese liquor Baijiu, which has a rich history, is adapting to modern trends to attract younger generations. This liquor, predominantly distilled from sorghum, can contain up to 60% alcohol. It is traditionally consumed at festive banquets and in drinking games.

Alongside the thoughts of Jim Boyce, a Canadian expert on wine, who says you love local liquor but have not tried Baijiu, it is like tasting a luxury without having tried the real thing. Currently, the World Baijiu Day is being celebrated, aimed at popularizing this liquor, which is less known on the international level compared to whiskey or vodka.

Baijiu Moutai, produced in the province of Guizhou, is a national liquor of China. It gained the most popularity in 1974 when Henry Kissinger, the then U.S. Secretary of State, celebrated with Deng Xiaoping, the future leader of China.

This year, the price of Moutai has dropped by 36% after four years of decline, according to a report from the China Alcoholic Drinks Association. It is predicted that Baijiu production in China will decrease this year due to reduced consumption as people start to economize.

Anti-corruption campaigns by the Communist Party, which limit lavish banquets, have also negatively impacted consumption. In April, the party introduced new rules that prohibit the serving and consumption of alcohol at work-related events.

Today's youth are increasingly inclined to prioritize health and consume less alcohol. They may choose other options, such as wine, beer, or non-alcoholic beverages.

Producers of Baijiu are reacting to these changes by introducing new products, such as flavored spirits with Baijiu. The company Kweichou Moutai, for instance, collaborates with Luckin' Coffee to create a latte with Baijiu, which is gaining significant popularity.

New brands, such as Jiangxiaobai, targeted at the youth, promote low-alcohol fruit drinks in convenient packaging that resonates with younger generations. This allows them to actively attract younger consumers.

The production of new cocktails based on Baijiu is also becoming popular. Young people, such as Shirley Huan, who previously did not consume Baijiu, are starting to explore new options for themselves, such as cocktails based on this liquor.

Tags: China/Politics/Economy