The centuries-old Chinese spirit, baijiu, is evolving to attract younger consumers as traditional drinking customs decline. Distilled mostly from sorghum and containing 60% alcohol, baijiu is often associated with long business dinners and social rituals. Jim Boyce, a Canadian wine expert, founded World Bai Zhu Day to promote this lesser-known liquor.
With the popularity of traditional baijiu declining—partly due to an anti-corruption campaign limiting lavish official dinners—young people are opting for various alternatives like whiskey, wine, and non-alcoholic beverages. Modern manufacturers are responding by innovating; for example, Kweichou Moutai partnered with Luckin’ Coffee for a baijiu-flavored latte, while new brands like Jiangxiaobai are targeting younger audiences with fruit-infused, lower-alcohol versions packaged attractively.
Experts note that while traditional norms suggest alcohol is essential for social gatherings, younger generations are more open to discussing serious topics without it. As the drinking culture shifts, baijiu producers strive to make their products resonate with modern lifestyles and preferences, integrating creative marketing with cultural elements to effectively engage the youth.
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