What Is Baijiu? A Complete Guide

What is Baijiu

Introduction

Baijiu (白酒), often translated as “white liquor” or “clear liquor,” is a strong, distilled spirit that originated in China. It is the world’s most consumed spirit, thanks largely to China’s population and deep‑rooted drinking culture. Baijiu is typically clear in color and has a high alcohol content, usually between 35 % and 60 % alcohol by volume (ABV). The drink’s name reflects its appearance rather than its ingredients: unlike rice wines such as huangjiu or sake, baijiu is a distilled beverage comparable in strength to vodka or whiskey. However, its flavor, production methods and cultural role are unique. It is more than a single drink; it is a family of spirits with diverse aroma categories, regional styles and cultural significance.

This guide introduces the history, production process, flavor classifications, famous brands, drinking etiquette, food pairings and modern trends surrounding baijiu. Whether you are curious about trying baijiu for the first time or seeking to expand your knowledge about the spirit, this comprehensive overview aims to answer the question, “What is baijiu?”

A Brief History of Baijiu

Ancient Origins and Evolution

No exact date is known for the invention of baijiu; it emerged gradually as distillation technology developed in China. Archaeological evidence suggests that alcohol production in China dates back to the Neolithic period During the Han dynasty (202 BC – 220 AD), early distillation techniques were recorded in brick art scenes. Proto‑baijiu likely appeared during the Tang dynasty (618–907 AD), as poets such as Bai Juyi and Yong Tao described distilled spirits in their writings.

Commercial and urban growth during the Song dynasty (960–1279 AD) popularized alcohol consumption in taverns and teahouses. These early spirits were weaker than modern baijiu, approximately 15 % ABV, and were consumed in bowls. Distillation technologies improved during the Yuan dynasty (1271–1368) with the introduction of techniques from the Middle East. By the Ming dynasty (1368–1644), baijiu began to resemble its modern form, and detailed descriptions appeared in Bencao Gangmu (本草纲目, Compendium of Materia Medica).

From the Ming period onward, distillers refined their methods. Innovations such as high‑temperature qū starters (discussed later) and aged fermentation pits led to a diversity of regional styles. By the early 20th century, baijiu had become a ubiquitous beverage in Chinese society, consumed at weddings, banquets, business dinners and family gatherings.

National Drink and Modern Popularity

Following the founding of the People’s Republic of China in 1949, baijiu was promoted as the national drink. Production was industrialized, and regional distilleries became national brands. Baijiu’s popularity has remained enormous: it accounts for more than 95 % of all spirits consumed in China, with an estimated 5 billion liters consumed annually. This staggering consumption makes baijiu the most consumed spirit in the world.

Despite its domestic dominance, baijiu remains relatively unknown in Western countries, though interest is growing. Younger Chinese consumers increasingly view traditional baijiu as old‑fashioned, leading to new product innovations and marketing strategies.

How Baijiu Is Made

Raw Materials

The primary ingredient in baijiu is grain, most often sorghum. Other grains such as rice, wheat, barley and millet can also be used. These grains provide starches that will be converted into fermentable sugars and then distilled into alcohol.

Fermentation and the Role of Qū

Baijiu’s distinctive production method involves solid‑state fermentation. Instead of fermenting a liquid mash like whiskey or beer, baijiu producers ferment grains in solid form with the help of a starter culture called qū (曲). This culture contains naturally occurring molds, yeasts and bacteria that saccharify (convert starches into sugars) and ferment the grains simultaneously. The process is unique among the world’s spirits and contributes to baijiu’s complex flavor profile.

Different types of qū, low‑temperature, high‑temperature and ultra‑high‑temperature, are used for different aroma categories. Derek Sandhaus, co‑founder of Ming River and author of Baijiu: The Essential Guide to Chinese Spirits, notes that higher‑temperature qū yields lower levels of yeast, which leads to longer fermentation times and more intense, funky aromatic compounds.

Fermentation Pits and Microbiomes

Baijiu fermentation takes place in earthen pits or stone vessels. The pit environment fosters a unique microbiome: each distillery’s microclimate and indigenous microbes influence the flavors produced. Some pits have been continuously used for decades or centuries, creating an ecosystem of yeasts and bacteria that produce characteristic aromas.

Because every distillery’s pit environment is different, the resulting flavors of baijiu vary widely. High‑temperature qū and prolonged pit fermentation contribute to intense, savory notes, while low‑temperature qū yields milder, floral aromas.

Distillation and Aging

After fermentation, the mash is distilled in small batches. Baijiu is often distilled multiple times to extract alcohol from the grain. For example, Kweichow Moutai uses a unique process involving seven iterations of the brewing cycle. The spirit is then aged in earthenware jars or ceramic vessels for anywhere from several months to many years, depending on the desired style. During aging, flavors mellow and integrate.

After aging, baijiu is blended, often from multiple batches and age levels, to achieve a consistent flavor profile. Finally, it is bottled at its final proof (typically 35 %–60 % ABV) and released.

Classification by Aroma and Flavor

In 1952, a national classification system divided baijiu into aroma categories based on flavor profile, raw materials and production techniques. Four major categories dominate the market today, light, rice, strong and sauce, though niche categories also exist.

Light Aroma (Qingxiang 清香)

  • Profile: Light‑aroma baijiu is delicate, dry and smooth. It has a clean mouthfeel and flavors reminiscent of dried fruit with floral notes. The dominant flavor compounds include ethyl acetate, ethyl lactate and succinic acid.
  • Production: This style is made from sorghum fermented in stone vessels using qū made from wheat, barley and peas.
  • Representative Brands: Fenjiu from Shanxi province and Erguotou from Beijing are well‑known examples.

Light‑aroma baijiu is often recommended for beginners because of its milder taste.

Rice Aroma (Mixiang 米香)

  • Profile: Rice‑aroma baijiu is mild and slightly sweet. Its flavor is dominated by ethyl lactate, which contributes creamy, buttery notes.
  • Production: This style is distilled from rice using a small qū starter (小曲, xiǎoqū) made from rice and Rhizopus molds.
  • Representative Brands: Sanhuajiu from Guilin in Guangxi province exemplifies this category.

Strong Aroma (Nongxiang 濃香)

  • Profile: Strong‑aroma baijiu is sweet and mellow with a long‑lasting, fruity fragrance. Flavor compounds such as ethyl hexanoate give it notes of pineapple, banana and anise.
  • Production: Usually distilled from sorghum (sometimes mixed with other grains), this style undergoes continuous fermentation in mud pits. The use of high‑temperature qū yields intense fruit‑like aromas.
  • Representative Brands: Major examples include Wuliangye from Yibin, Sichuan and Luzhou Laojiao【864841966312545†L466-L691】. Ming River’s baijiu for export markets also belongs to this category.

Sauce Aroma (Jiangxiang 酱香)

  • Profile: Sauce‑aroma baijiu has a bold, umami‑rich flavor reminiscent of soy sauce or fermented bean paste. Its layered notes are sometimes described as funky or savory, making it an acquired taste for some drinkers.
  • Production: The spirit is made from sorghum and fermented multiple times in stone brick pits. Ultra‑high‑temperature qū and long fermentation periods produce abundant esters and a deep umami character.
  • Representative Brand: The most famous sauce‑aroma baijiu is Maotai (Moutai). It is produced in Maotai town in Guizhou province using a unique process that involves seven iterations of the brewing cycle and uses wheat and sorghum.

Other Niche Aromas

Beyond the four primary categories, there are several niche aroma profiles:

  • Chi / Zhi (豆豉香 / 脂香): A savory rice‑based baijiu from Guangdong made with pork fat during aging.
  • Extra‑strong Aroma (馥郁香): Produced by the Jiugui Distillery in Hunan; uses multiple grains and medicinal qū.
  • Laobaigan Aroma (老白干香): Similar to light‑aroma baijiu but fermented with wheat‑based qū and bottled at very high proof.
  • Medicinal Aroma (藥香): A pungent style from Guizhou using two differently fermented sorghum mashes.
  • Mixed Aroma (兼香): Blends multiple aroma categories.
  • Feng Aroma (鳳香): A phoenix‑aroma baijiu from Shaanxi not detailed here but recognized as an additional style.

These niche styles make baijiu extremely diverse. While beginners may start with light or rice aroma, enthusiasts often explore strong and sauce aromas and eventually experiment with rarer categories.

Famous Baijiu Brands

Although thousands of local distilleries produce baijiu, a handful of brands have gained nationwide and international recognition. Understanding these brands helps novice drinkers navigate the spirit’s landscape.

Kweichow Moutai (Guìzhōu Máotái)

Moutai is China’s most prestigious baijiu. Produced in the town of Maotai in Guizhou province, it has a production history of more than 200 years. The spirit is made from wheat and sorghum using a unique distillation process involving seven iterations of the brewing cycle. Moutai gained international attention after winning a gold medal at the 1915 Panama‑Pacific Exposition in San Francisco. Chairman Mao Zedong famously served Moutai at state dinners during Richard Nixon’s 1972 visit to China, and Henry Kissinger joked that “if we drink enough Maotai, we can solve anything”. The typical Moutai bottling is 53 % ABV and belongs to the sauce‑aroma category.

Wuliangye (Wǔliángyè)

Wuliangye, produced in Yibin, Sichuan province, is a strong‑aroma baijiu that uses five grains, sorghum, rice, glutinous rice, corn and wheat. The distillery draws water from the Min River and has a Liquor History Museum on its grounds. Wuliangye’s balanced sweetness and fruity notes make it one of China’s most famous and widely appreciated baijiu brands.

Luzhou Laojiao (Lúzhōu Lǎojiào)

Luzhou Laojiao, also from Sichuan, dates back over 400 years. Its distillation uses mud pits lined with clay that infuses the spirit with a distinctive, earthy mouthfeel. This strong‑aroma baijiu has a loyal following for its rich aroma and smooth finish.

Fenjiu and Erguotou

Fenjiu, from Shanxi province, and Erguotou, from Beijing, are classic light‑aroma baijius. Fenjiu’s history dates back centuries, and it is sometimes called “the grandfather of Chinese spirits.” Erguotou is known for being inexpensive and widely consumed in northern China.

Other Notable Brands

  • Jiannanchun: Produced in Mianzhu, Sichuan, this strong‑aroma baijiu uses mineral‑rich water from nearby mountains and continues the traditions of ancient distilleries.
  • Yanghe (Blue River): A Jiangsu brand whose Daqu liquor uses high‑quality sorghum and wheat, with a history stretching back to the Ming and Qing dynasties.
  • Guotai Spirits: A Guizhou brand distilled seven times for a crisp, clear flavor.
  • Beijing Red Star: An amalgamation of twelve distilleries, Red Star is one of the oldest brands licensed after the founding of the People’s Republic.

These brands represent only a fraction of China’s baijiu landscape; virtually every province has its own celebrated distillery.

Drinking Baijiu: Etiquette and Traditions

Serving Temperature and Glassware

Baijiu is traditionally served neat at room temperature. Chilling or adding ice is uncommon, as temperature impacts aroma and flavor intensity. The spirit is poured into small shot‑size glasses or porcelain cups called jiu bei, which hold only a few sips. The small size acknowledges baijiu’s high strength and encourages measured sipping.

Toasting Rituals and Ganbei

Drinking baijiu is often a communal activity centered on toasting. The Chinese word “ganbei” (干杯) translates to “dry the cup” and signifies finishing the entire glass in one gulp. Baijiu is rarely sipped casually; instead, participants toast throughout a meal or celebration. Traditional etiquette includes:

  1. Hierarchy and Initiation: In formal settings, the host or highest‑ranking person initiates the first toast. Guests then reciprocate.
  2. Glass Position: When clinking glasses, hold your glass lower than the person you are toasting to show respect.
  3. Respectful Sips: It is customary to finish the small cup in one go after clinking and saying ganbei. On some occasions, a small sip before finishing, yidian, allows appreciation of aroma and flavor, but the emphasis remains on communal enjoyment.

In traditional ceremonies, drinkers first bow to their host, pour a few drops on the ground as an offering, taste and comment on the baijiu, then finish their drink. Modern gatherings often skip the ceremonial bowing but retain the call “Cheers for …” followed by clinking glasses.

Food Pairings

Baijiu is usually consumed with food rather than on its own. Pairings depend on the aroma category:

  • Strong‑aroma baijiu complements rich, spicy dishes such as Sichuan cuisine, hotpot or braised pork. The spirit’s fruity sweetness balances savory flavors.
  • Light‑aroma baijiu pairs well with delicate dishes like steamed fish and stir‑fried vegetables.
  • Rice‑aroma baijiu is mild and works with lighter fare, including dim sum and seafood.
  • Sauce‑aroma baijiu is intensely savory and may accompany preserved or pickled foods. It also complements charcuterie and pungent cheeses for adventurous palates.

Baijiu Cocktails

While baijiu is traditionally enjoyed neat, modern mixologists are creating baijiu cocktails to introduce the spirit to new audiences. Bars in major cities now serve drinks like the Baijiu Sour or Baijiu Mojito with ingredients such as citrus, ginger, honey and tropical fruits. Creating distinct cocktails for each aroma category helps showcase the diversity of baijiu.

Baijiu and Chinese Culture

Baijiu is deeply woven into Chinese social life. It is a staple at weddings, Lunar New Year celebrations, funerals and business banquets. In Chinese business culture, drinking baijiu together is believed to reveal a person’s true character and strengthen trust. At dinners to negotiate deals, hosts may encourage guests to drink heavily, viewing acceptance as a sign of sincerity. Refusing a toast could be considered disrespectful.

However, attitudes are changing. Younger Chinese consumers increasingly prioritize quality over quantity and may drink baijiu less frequently. Rising health awareness and shifts toward lighter beverages such as wine and craft beer contribute to this trend.

Comparing Baijiu to Other Spirits

Baijiu vs. Vodka

Both baijiu and vodka are clear spirits with high ABV, but their flavor profiles differ significantly. Vodka is typically distilled to near neutrality and designed to have little aroma or flavor. Baijiu, by contrast, embraces complex aromas, fruity, floral, earthy, or umami, stemming from solid‑state fermentation and microbial cultures. According to BinWise, baijiu’s flavor is often described as bold, pungent and complex, distinct from the clean taste of vodka.

Baijiu vs. Whiskey

Baijiu and whiskey share similarities: both are distilled from grains and aged to develop flavor. The key differences are the fermentation process and flavor outcomes. Baijiu uses qū cultures and solid‑state fermentation with simultaneous saccharification and fermentation. Whiskey ferments a liquid mash with malted barley or other grains and uses a separate enzymatic step to convert starches. Baijiu’s aging typically occurs in ceramic or earthenware vessels, whereas whiskey is aged in oak barrels, imparting vanilla and caramel notes. Whiskey tends to be smoky, sweet or spicy; baijiu’s strong‑ and sauce‑aroma styles can be fruity or savory.

Baijiu vs. Other Asian Spirits

Baijiu is sometimes compared to Japanese shōchū or Korean soju, both of which are also clear liquors. However, shōchū and soju usually have lower ABV (20 %–25 %) and milder flavor profiles. Baijiu’s ABV, fermentation method and cultural role distinguish it from these spirits.

Consumption and Economic Impact

With more than 95 % of spirits consumed in China being baijiu, the spirit constitutes a massive domestic industry. The Alcohol Professor estimates that around 5 billion liters of baijiu are consumed annually. This volume makes it the most consumed spirit worldwide, even though baijiu remains largely unknown outside China. Major producers like Kweichow Moutai and Wuliangye rank among the world’s most valuable liquor companies.

Changing Consumer Habits

Consumer behavior is evolving. Younger Chinese drinkers increasingly view baijiu as an old‑fashioned beverage and may opt for beer, wine or imported spirits. Only 5 % of alcohol drinkers report daily consumption of baijiu, suggesting a shift toward occasional drinking and quality over quantity. Brands are responding by marketing lower‑strength baijius, flavored variants and cocktails.

International Expansion

While baijiu has been largely consumed within China, exports are growing. Specialty liquor stores and Chinese restaurants in cities across the U.S., U.K. and Europe now stock major brands. Bars in New York, London and Melbourne feature baijiu cocktails, introducing the spirit to adventurous drinkers. International brands like Ming River focus on educating consumers through tasting events and collaborations with bartenders.

Where to Buy and Try Baijiu

Retail

Outside China, baijiu is available through specialty liquor retailers and online shops. Look for Chinese supermarkets and stores with robust spirits selections. Large brands such as Moutai, Wuliangye and Red Star are the easiest to find. In the United States, you may need to visit neighborhoods with significant Chinese communities or order online.

Bars and Restaurants

Baijiu is increasingly appearing on cocktail menus in metropolitan areas. Many Chinese restaurants offer baijiu by the bottle or glass, often as part of tasting flights. Seek out establishments with strong beverage programs to ensure proper service and guidance.

Festivals and Tastings

Every August 9 is World Baijiu Day, an event created by spirit aficionados to promote global appreciation of baijiu. Participating bars and restaurants worldwide host tastings, cocktail competitions and food pairings. Attending such events is a great way to explore the spirit in a social setting.

Frequently Asked Questions

Q: Is baijiu always made from sorghum?
While sorghum is the predominant grain, other cereals like rice, wheat, barley and millet can be used. Rice‑aroma baijiu uses rice, and strong‑aroma varieties may include multiple grains.

Q: Why does baijiu taste so strong?
Baijiu’s strong flavor stems from solid‑state fermentation, complex microbial cultures and high ABV. Fermentation in clay pits and the use of high‑temperature qū produce intense fruity or savory esters.

Q: How should I store baijiu?
Like other spirits, baijiu should be stored in a cool, dark place. Once opened, reseal the bottle; its high alcohol content preserves quality for years.

Q: How does baijiu compare to whiskey in alcohol content?
Most baijiu is bottled at 40 %–60 % ABV, comparable to or higher than whiskey (typically 40 %–46 % ABV). Some baijius exceed 60 %, while sauce‑aroma styles usually hover around 53 %.

Q: Is baijiu gluten‑free?
Baijiu distilled from sorghum or rice is naturally gluten‑free. However, varieties using wheat or barley qū may contain trace gluten.

Conclusion

Baijiu is a complex and captivating family of spirits that reflects thousands of years of Chinese history, regional diversity and cultural traditions. Its production methods, solid‑state fermentation, distinctive qū cultures and aged clay pits, produce aromas ranging from delicate floral to rich umami. Major brands like Moutai, Wuliangye and Luzhou Laojiao exemplify different aroma categories and have become symbols of national pride. Traditional drinking rituals emphasize community and respect, while modern mixologists are adapting baijiu to cocktails, introducing it to new audiences.

The world’s most consumed spirit is slowly making its way to international bars and homes. Whether you start with a light‑aroma Fenjiu or dive straight into a sauce‑aroma Moutai, exploring baijiu offers a journey through China’s past and present. Follow proper etiquette, pair it with flavorful dishes, and toast with friends as you discover the rich flavors of this remarkable spirit.