Bottles of Kweichow Moutai, at the factory in Moutai, Guizhou province where much of China’s national drink, baijiu, is distilled for markets at home – and increasingly – abroad. Photo: Zigor Aldama
Bottles of Kweichow Moutai, at the factory in Moutai, Guizhou province where much of China’s national drink, baijiu, is distilled for markets at home – and increasingly – abroad. Photo: Zigor Aldama

Will the world drink more baijiu in 2022? Beyond Kweichow Mao-tai and Wuliangye, how Chinese liquor brands are targeting millennials, Gen Z and the Western market

  • The sorghum-based liquor mostly comes from Guizhou and has been drunk since the Ming dynasty – now the rest of the world is turning on to brands like Ming River
  • Distiller Kweichow Moutai passed London-based Diageo to become the world’s biggest spirit brand – and Chinese high-end liquor could become a US$25 billion dollar industry

Topic |   Wine and Spirits
Bottles of Kweichow Moutai, at the factory in Moutai, Guizhou province where much of China’s national drink, baijiu, is distilled for markets at home – and increasingly – abroad. Photo: Zigor Aldama
Bottles of Kweichow Moutai, at the factory in Moutai, Guizhou province where much of China’s national drink, baijiu, is distilled for markets at home – and increasingly – abroad. Photo: Zigor Aldama
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