NEWS
CHINESE BAIJIU MAKERS LAUNCHED LOW-ALCOHOL PRODUCTS TO SUIT YOUNGER CONSUMERS
By Tony Zhu
1-9-2025
Source: Unsplash
Some leading Chinese baijiu makers have launched lower-alcohol products to to suit the taste of more health conscious younger Chinese consumers.
Wuliangye, the second most popular baijiu brand in China, has launched a baijiu with an ABV of 29 percent.
The Chinese spirits firm has partnered with Hong Kong singer-songwriter G.E.M. to front the campaign, designed to engage younger drinkers with the baijiu category.
Another popular baijiu maker, Yanghe Distillery, has also released several baijiu products with an ABV of 33.8 percent this year.
Fellow baijiu maker Gujing Gongjiu also debuted a 26 percent ABV spirit last month.
Demand for baijiu has been softening in recent years China, producers have been looking for new ways to appeal to younger generation to boost demand.
Leading baijiu brand Kweichow Moutai had launched baijiu ice cream and chocolate while Wuliangye had come up with cocktail recipe with a view to widen their clientele base.
Traditional baijiu is a fiery product with an alcohol content which range from 40 percent to 65 percent ABV.
(the writer can be contacted at: info@thewinechronicle.com)
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