US EditionChina's fiery baijiu spirit evolves to attract younger drinkers
CHINA, AUG 1 – Baijiu producers in southwestern China innovate flavors and packaging to attract health-conscious youth amid an eighth consecutive year of declining production, officials report.
- In 2025, China's baijiu market faces a price drop of 36% amid declining consumption and production across the country.
- This decline results from economic weakness, cautious spending, anti-corruption campaigns, and new party rules banning alcohol at work meals issued in May.
- Baijiu makers adapt by introducing fruit-infused products, smaller bottles with youth-targeted branding, baijiu-flavored ice cream, and partnerships like Moutai’s latte with Luckin' Coffee.
- Marketing director Fan Li explained that their product marketing integrates the values and lifestyles favored by younger consumers, while writer Jim Boyce remarked on the abundance of options available today.
- These shifts suggest baijiu is evolving to fit younger consumers' preferences amid changing social habits and reduced traditional drinking occasions.
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China’s fiery baijiu spirit evolves to attract younger drinkers
BEIJING (AP) — The centuries-old fiery Chinese spirit baijiu, long associated with business dinners, is being reshaped to appeal to younger generations as its makers adapt to changing times.
·Waterloo, Canada
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China's fiery baijiu spirit evolves to attract younger drinkers
The centuries-old fiery Chinese spirit baijiu, long associated with business dinners, is being reshaped to appeal to younger generations as its makers adapt to changing times. Mostly distilled from sorghum, the clear but pungent liquor contains as much as 60% alcohol. It's the usual choice for toasts of “gan bei,” the Chinese expression for bottoms up, and raucous drinking games.“If you like to drink spirits and you’ve never had baijiu, it’s kin…
·Orlando, United States
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Coverage Details
Total News Sources29
Leaning Left10Leaning Right2Center12Last UpdatedBias Distribution50% Center
Bias Distribution
- 50% of the sources are Center
50% Center
L 42%
C 50%
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