And for hundreds of years, baijiu—a clear spirit with a strong punch created from fermented grains—has been the preferred beverage in China for these festivities.
Baijiu is also frequently consumed without alcohol at social gatherings like birthdays and weddings.
Its Alcohol-By-Volume (ABV) can reach up to 60%; by contrast, the ABV of spirits like tequila and scotch whiskey is usually about 40%.
“There is no doubt that baijiu remains a significant component of Chinese alcohol consumption, even for younger consumers,” states Allison Malmsten, director of public research at Daxue Consulting.
With yearly sales of about $160 billion (£127 billion), it represents well over 90% of China’s spirits market.
Still, foreign beverages have become more and more popular in the largest alcohol market in the world recently.
brand-new narrative
China’s whisky sales were estimated by market research firm Euromonitor International to be worth $2.3 billion in 2022.
By 2027, that number is predicted to have nearly tripled due to the region’s whisky market expanding at a rate that is roughly five times faster than the global average.
Young, middle-class, educated, urban, and increasingly female drinkers are driving those sales.
