NEWS
EXPORT VALUE OF CHINESE BAIJIU SURGED 20.4% TO REACH USD9.7B IN 2024
By Tony Zhu
27-2-2025
Source: Unsplash
The internationalisation effort of Chinese baijiu is gradually taking shape, the export value surged by 20.4 percent last year reaching USD9.7 billion, while average price per litre climbed by 13.3 percent to reach USD59.
China exported baijiu to 95 markets last year, among them Hong Kong remained the largest and most stable export market, followed by Macau, Singapore, Malaysia, Switzerland, USA and Japan.
Baijiu accounted for 51 percent of China's total spirits export value last year, with an export volume of 16.42 million litres, a 6.3% increase compared to 2023.
Leading baijiu brand Kweichow Moutai saw its overseas revenue top RMB 5 billion (USD687 million) for the first time in 2024, with annual export sales surpassing 2,100 tons, a new high in its history.
Sales of Moutai’s premium liquor exceeded 100 tons, surging by over 40 percent, while sales of their lower end products increased 30 percent to reach 150 tons.
A number of major Chinese baijiu distilleries have launched global campaigns last year. Moutai’s major competitor Wuliangye Yibin’s "going - global" plan saw the company engage in promotion evenets in major global spirits market.
While Shanxi Fenjiu Group also engaged in a series of international campaigns in 2024, aiming to transform Fenjiu into a globally recognised liquor brand.
(the writer can be contacted at: info@thewinechronicle.com)
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