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"CHINESE BAIJIU" IS NOW THE OFFICIAL ENGLISH NAME FOR CHINA'S TRADITIONAL FIERY SPIRIT

By Tony Zhu

18-1-2021



Source: auction.artron.net

"Chinese Baijiu" is now the official English name for the traditional Chinese fiery spirit distilled mainly from sorghum, this spirit is hugely popular in China but little known in international market.

Subsequent to industry consultation, the Chinese government decided to change the official English name for the category from the previous “Chinese distilled spirits”.

From 1 January 2021, the new English name “Chinese Baijiu” started to appear on export documentations as well as China’s Import and Export Tariff Code.

China’s Baijiu Association, an organisation of major baijiu manufacturers, hoped that the new English name will help them promote the traditional Chinese spirit in the international market.

The association has also standardised the descriptions for different Baijiu types according to their aroma categories using Chinese pinyin.

These are rice-aroma baijiu (mǐ xiāng), light-aroma baijiu (qīng xiāng), strong-aroma baijiu (nóng xiāng) and sauce-aroma baijiu (jiàng xiāng).

"Chinese Baijiu" is hugely popular in China, it is the essential drink is every Chinese banquet. Its popularity has propelled the share prices of major manufacturers to stratospheric levels.

Despite being little known in the international market with very limited export volume, leading “Chinese Baijiu” brand Kweichow Moutai recently overtook Moët Hennessy Louis Vuitton (LVMH) to become the world’s most valuable consumer goods company.

While the second biggest brand, Wuliangye Yibin, overtook Diageo to become world’s second most valuable alcoholic drinks company after its fellow Kweichow Moutai.

(the writer can be contacted at: info@thewinechronicle.com)

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