Countdown begins to World Baijiu Day, a celebration of Chinese spirit

It’s still nearly three months away, but perhaps we need that much time to mentally prepare for a celebration of China’s national spirit. The first World Baijiu Day is being held on August 8 to celebrate the strong, pungent alcoholic drink.

Beijing-based drinks consultant and writer Jim Boyce is organising the event as a way of highlighting existing interest in the drink and generating some more.

“The event aims to raise the profile of baijiu, which ranks as the planet's most consumed spirit but is little known outside China. Vinexpo stated last month that baijiu represents more than one-third of global spirits consumption,” said Boyce.

Global drinks giants such as LVMH are investing in baijiu and distilleries have opened in the United States and New Zealand. Nine bars in London took part in a  baijiu cocktail week over Lunar New Year.

Bars on four continents have so far signed up to take part in World Baijiu Day, including Mott 32 in Hong Kong; R&D Cocktail Lab in Taipei; Beijing's Capital Spirits and Jing-A Taproom, and The Schoolhouse in nearby Mutianyu on the Great Wall of China; Lumos in New York; Peking Tavern in Los Angeles; and The Hide in London.