Reviving Baijiu: China's Iconic Spirit Evolves for the Next Generation

The centuries-old Chinese spirit baijiu is undergoing a transformation to attract a younger audience. Traditionally linked with business dinners, this pungent liquor is now being reimagined through innovations like baijiu-flavoured ice creams and cocktails in a bid to adapt to changing consumer tastes and cultural shifts.

Primarily distilled from sorghum, baijiu has historically been the drink of choice for celebratory toasts and social gatherings. However, its consumption has been declining due to economic concerns and changing cultural norms. China's youth, more health-conscious and less interested in traditional drinking practices, are looking for new alternatives.

Producers of baijiu are responding creatively. Kweichou Moutai has teamed up with Luckin' Coffee to launch a Moutai-flavored latte, while brands like Jiangxiaobai are marketing lower-alcohol, fruit-infused drinks that appeal to younger consumers looking for unique experiences without the heavy alcohol content of traditional baijiu.

(With inputs from agencies.)