Table of Contents
Introduction
Baijiu, the ancient Chinese grain spirit whose name literally means “white liquor,” is undergoing a remarkable transformation. For centuries this potent drink remained largely confined to its homeland, where it is deeply embedded in rituals, celebrations and business dealings. Today, however, distilleries and entrepreneurs are actively promoting baijiu beyond China’s borders. From cocktail bars in Vancouver and London to marketing billboards in San Francisco’s Financial District, baijiu is slowly being introduced to a global audience. Baijiu in the World explores the current state of baijiu’s global footprint, its challenges and opportunities, and why this spirit is poised to become an international conversation piece.
China is still the core of the baijiu world. According to a 2025 Wine‑Searcher analysis, baijiu generated about US$111 billion in revenue and captured more than 70 % of the country’s spirits market by value in 2024. Its dominance means that beer and wine are far behind, and even globally recognised categories like whisky and vodka take a back seat at Chinese banquets. Yet despite this dominance at home, the same report notes that making global inroads remains challenging. Sales volumes inside China are slipping, from 7.9 billion litres in 2019 to about 4.2 billion litres in 2024 for baijiu at around 65 % ABV, prompting producers to seek new drinkers abroad. Another analysis by IWSR Drinks Market states that baijiu accounts for more than 95 % of spirits consumption in China yet domestic sales declined at a 10 % compound annual growth rate (CAGR) between 2017 and 2022. With younger consumers turning to other beverages, major brands are looking outward to sustain growth.
This global push is still in its early stages. A survey by the China Alcoholic Drinks Association found that 69 % of producers are eager to expand overseas, but they cite cultural differences (82.9 %), limited brand influence (68.6 %) and trade barriers (60 %) as primary obstacles. To better understand how baijiu is making this transition from national treasure to global curiosity, we will examine distribution strategies, international distilleries, bar culture, marketing campaigns and consumer education efforts across several continents.
From Local Icon to Export Vision: China’s Distilleries Venture Abroad
Wuliangye’s Global Partnerships and European Tour
The Sichuan‑based distillery Wuliangye provides a telling example of how Chinese producers are positioning themselves for international audiences. In October 2024 the brand signed a two‑year global partnership with The Michelin Guide. Building on earlier collaborations within China, this deal will include professional masterclasses and influencer dinners hosted by sommeliers and chefs at Michelin‑starred restaurants. Wuliangye’s strategy hinges on aligning baijiu with high‑end gastronomy, an attempt to elevate the spirit’s image among fine‑dining patrons.
Wuliangye is also touring Europe under its “Harmony Global Tour.” The company worked with Italian spirits house Campari to create the “Wugroni,” a twist on the classic Negroni that uses baijiu as the base spirit. Collaboration with the luxury brand Bulgari and students at the Istituto Europeo di Design (IED) demonstrates a willingness to merge Chinese traditions with Western design and fashion. In France the distillery staged a China–France art exhibition at the Musée des Arts Décoratifs in the Louvre to celebrate diplomatic ties and highlight baijiu culture. Such events emphasise culture and aesthetics as much as product promotion, underscoring the need to reframe baijiu as sophisticated rather than provincial.
In addition to these high‑profile partnerships, Wuliangye is investing in global distribution networks. The Drinks Business reports that Wuliangye appointed Luen Heng F&B as its official distributor in Malaysia. According to Luen Heng’s managing director, Kenneth Soh, they believe Wuliangye’s exceptional quality and cultural heritage will help them tap into Malaysia’s large ethnic Chinese population. These efforts align with the brand’s long‑term strategy to secure footholds in Southeast Asia, Europe and beyond as domestic growth slows.
Moutai’s International Footprint
If Wuliangye epitomises the modern corporate expansion, Kweichow Moutai shows the enduring appeal of heritage. Moutai is already the world’s most valuable spirits brand and its signature strong‑aroma baijiu has long been used for Chinese state banquets and diplomatic functions. Building on this prestige, Moutai claims a presence in 66 countries. The brand has opened flagship stores in overseas Chinatowns and airport duty‑free shops, and in 2023 it opened its first dedicated store in Melbourne amid rising demand. Moutai’s marketing sometimes embraces fun: a 2023 collaboration with Luckin Coffee produced Moutai‑flavoured lattes, selling 5.5 million cups in one day and demonstrating the brand’s ability to generate buzz outside its traditional audience.
Fenjiu, Yanghe and Other Distillers
Other distilleries are also expanding abroad. The Wine‑Searcher article notes that Fenjiu has hosted cocktail competitions in London and Stockholm and has partnered with the Asian Tour golf circuit. Yanghe is becoming a staple sponsor at events ranging from the Australian Open to the APEC Summit, using sports and diplomacy to make the brand familiar to global audiences. Though these partnerships often target Chinese expatriates and tourists, they also introduce baijiu to new palates.
Global Producers: Baijiu Beyond China
Baijiu’s internationalisation is not limited to Chinese companies. The same Wine‑Searcher report highlights a handful of overseas distilleries producing baijiu: Taizi, founded by two Chinese brothers in New Zealand; Sanyou in Tasmania; Vinn Distillery in Oregon, USA; and Dragon’s Mist in British Columbia, Canada. These producers often experiment with local grains or ageing techniques while adhering to baijiu’s traditional solid‑state fermentation. Their existence underscores the growing curiosity about baijiu among craft spirits makers globally.
Bar Culture: From Beijing Banquet to Cocktail Counter
Canada’s Growing Scene
For many Western drinkers, the first encounter with baijiu happens not in a liquor store but in a cocktail bar. According to The Alchemist Magazine, Canadian bars such as Laowai in Vancouver and Hong Shing in Toronto have built entire cocktail programs around baijiu. Other Toronto venues like Big Trouble, MIMI Chinese and Sunnys Chinese incorporate baijiu into their drinks lists. In Montreal, Poincaré Chinatown serves a Baijiu Caipirinha, while Edmonton even boasts a bar called Baijiu, which features cocktails like the Baijiu Sour. These establishments treat baijiu as a canvas for creativity, mixing it with ingredients such as sour plum, ginger syrup and green tea to appeal to Canadian tastes.
Michael Ranger, bar manager at Hong Shing, describes the trend as blossoming due to the proliferation of quality Chinese restaurants exploring drink pairings. After the pandemic, a range of Chinese baijius became available in Canada, prompting the team to create new cocktails and educate customers. Ranger notes that many patrons have never tried baijiu, making it “a new chapter in a lot of peoples’ books”. He also highlights the spirit’s diversity: strong‑aroma baijiu has flavours of fermented pineapple, banana, star anise and Sichuan peppercorn, which inspired their Piña Co Baijiu cocktail. Because each baijiu style requires a different approach, developing an extensive menu took months of experimentation. Ranger remains cautiously optimistic, acknowledging that baijiu may remain niche given its complex, “high‑maintenance” nature.
The United Kingdom’s First Baijiu Bar
In January 2025, the United Kingdom welcomed its first dedicated baijiu bar, Jaded Dragon, in Bristol. Owner Benjamin Salguero told The Drinks Business that he first tasted baijiu while studying for the WSET Level 3 certification and was astonished by the natural flavours present in the spirit. The experience sparked a flurry of creative cocktail ideas, and he has since opened two bars, Golden Crane and Jaded Dragon, centred on educating British consumers about baijiu.
Baijiu’s communal, ganbei‑driven traditions do not translate neatly to Western nightlife, so Salguero sought to reinvent the experience. He describes baijiu in China as a communal drink consumed around a table with family and friends. In contrast, Jaded Dragon fosters a lively yet approachable environment where patrons of all ages (from university students to middle‑aged diners) can sample cocktails ranging from mojito‑style drinks to sour variations. Acknowledging that the average British person knows little about baijiu, Salguero uses his bar as both an educational venue and a party space. Despite offering 54 cocktails in total, Jaded Dragon showcases twelve baijiu cocktails and stocks 101 different baijius, covering all four major aroma categories (strong, sauce, light and rice). The bar works directly with Chinese distilleries, with shipments taking two to three weeks or even months depending on origin. Salguero reports enthusiastic support from Chinese producers eager to break into the UK market. He believes baijiu could soon follow the trajectory of tequila and mezcal and become the “next big spirit” in Western drinking culture.
Bars in Asia and the United States
While baijiu cocktails are still a novelty in the West, they are becoming more common in urban centres across Asia and North America. The Asia Society observes that baijiu has gained popularity in other parts of Asia and has appeared in bars and supermarkets in the United States. Similarly, The China Journey notes that bars worldwide are creating fusion drinks using local ingredients, think baijiu with sour plum, ginger syrup or green tea, and cites pioneering venues like Beijing’s Capital Spirits (often regarded as the world’s first baijiu bar) for spearheading the movement. These bars often offer tasting flights and educate patrons about aroma styles and production methods, helping to demystify the spirit.
Supermarkets, Online Retail and Duty‑Free: The Consumer’s Perspective
Availability in Western Retailers
One of the barriers to global adoption is availability. In many Western countries, baijiu remains a rarity in mainstream stores. Dedicated importers and online retailers carry famous labels such as Moutai, Wuliangye, Luzhou Laojiao and Fenjiu, but big supermarket chains are just beginning to stock them. A China Daily report from 2024 notes that British supermarket chains had purchased ample stocks of baijiu, reflecting growing interest in Europe. Meanwhile, The China Journey advises consumers not to travel to China to find baijiu; instead, it recommends purchasing bottles at duty‑free shops, Chinese supermarkets abroad and verified online stores, emphasising that buying from official flagship stores helps avoid counterfeits.
E‑Commerce and Direct‑to‑Consumer Sales
Online platforms are crucial for baijiu’s global distribution. E‑commerce giants like Amazon and regional specialist stores such as Australia’s Sanyou, Canada’s Dragon’s Mist and New Zealand’s Taizi sell baijiu directly to consumers. Many producers operate their own online storefronts or partner with digital marketplaces to ensure authenticity. Some distilleries are experimenting with subscription services or tasting kits aimed at Western consumers. Because shipping spirits internationally involves regulations and taxes, these ventures often operate within specific jurisdictions (for example, U.S. states or EU countries) but they represent a path for enthusiasts to access varieties that local stores may not carry.
Marketing and Branding: Bridging Cultures
Advertising Campaigns and Sponsorships
To capture attention outside China, baijiu companies are investing heavily in marketing. The Wine‑Searcher piece notes that producers are “spending millions on advertising,” including billboards in San Francisco and Times Square. Brands like Moutai and Wuliangye sponsor cultural events, concerts by the UK Philharmonic Orchestra, sports tournaments like the Asian Tour and the Australian Open, and even large‐scale exhibitions at the APEC Summit. This sponsorship strategy aims to raise brand awareness among cosmopolitan consumers who associate baijiu with tradition and sophistication.
Flavoured Products and Novel Pairings
Baijiu makers are also experimenting with flavoured products and collaborations that may appeal to younger drinkers. Besides the Luckin Coffee latte, distillers have launched baijiu ice cream, liqueur‑style baijiu and lower‑alcohol variants to attract consumers who prefer milder drinks. Wuliangye’s collaboration with Campari (the Wugroni) signals a willingness to reinterpret classic cocktails. In the UK, Jaded Dragon’s cocktails incorporate ingredients like Marmite and cucumber, while Canadian bars combine baijiu with pineapple or star anise. These adaptations show that baijiu can transcend the ganbei ritual and become a versatile ingredient in mixology.
Storytelling and Education
Many marketing initiatives emphasize baijiu’s rich history and cultural significance. Tastings and masterclasses hosted by sommeliers, chefs and spirits educators help demystify production methods, such as solid‑state fermentation with qu (a brick of wild yeast and bacteria) and long ageing in ceramic pits. Storytelling is crucial: Chinese producers often highlight centuries‑old recipes and intangible cultural heritage status (as with Luzhou Laojiao’s designation as China’s oldest continuously operating distillery dating back to 1573). They also emphasize the drink’s role in diplomatic history, pointing to Moutai being served at state dinners and international expositions. This cultural narrative can resonate with consumers who seek authenticity and artisanal craftsmanship.
Challenges: Cultural Differences, Perceptions and Pricing
Taste and Consumer Perception
For all the marketing efforts, baijiu faces genuine taste barriers. Many Western consumers find the flavours intense, ranging from floral and fruity to earthy and fermented. As Christine Sismondo notes in The Alchemist, some baijius have “wild fruit” notes while others display “aggressively funky” aromas reminiscent of compost. The broad range of styles can be confusing, and the concept of solid‑state dry fermentation is difficult to explain to those unfamiliar with Chinese brewing traditions. Bars must educate customers on aroma categories and serve cocktails that showcase baijiu’s complexity without overwhelming the palate.
Furthermore, salience is low: a 2025 Drinks Business interview reveals that even in the UK, most patrons have never heard of baijiu and there is widespread misinformation about the spirit. Some have tried poor‑quality baijiu and concluded that all baijiu tastes harsh. Changing these perceptions requires patience, tastings, and accessible cocktails.
Economic and Regulatory Barriers
Pricing and taxation present additional hurdles. Export statistics show that between January and May 2025, China exported only 6.8 million litres of baijiu (worth US$400 million) but imported 1.7 million litres (worth US$168 million). Because high‑end brands dominate export volumes, the average price per litre is steep, and some bottles cost less overseas than at home due to tax refunds. Travel retail remains a major channel, but customs duties, shipping regulations and age verification can complicate purchases. For small overseas distilleries like Vinn or Dragon’s Mist, scaling production while complying with local laws is resource‑intensive.
Cultural Differences and Brand Awareness
Cultural differences present more subtle challenges. Baijiu is strongly associated with Chinese banquet culture, toasting rituals and respect for elders, which may feel foreign or intimidating to international consumers. Producers must strike a balance between honouring tradition and creating new contexts for enjoying the spirit. The China Alcoholic Drinks Association survey shows that cultural differences are the top concern among distillers seeking overseas expansion. Brand influence also matters: even the biggest brands, such as Moutai and Wuliangye, lack recognition compared to Scotch whisky or tequila. Without established distribution networks, they struggle to secure shelf space. The multi‑million‑dollar marketing campaigns in New York and San Francisco reflect an attempt to compensate for this lack of familiarity.
Opportunities and Future Outlook
An Untapped Market with Room to Grow
Despite the challenges, the global market for baijiu shows signs of potential. The Drinks Business article notes that baijiu sales in China are declining, pushing producers to explore new markets. Meanwhile, the spirit’s versatility is being discovered by bartenders and chefs who appreciate its wide flavour palette. Canadian bar manager Michael Ranger sees baijiu’s complexity as an opportunity for creative cocktails, while Bristol bar owner Benjamin Salguero is convinced it will be “the next big spirit”. Their enthusiasm suggests that once consumers are introduced to high‑quality baijiu in a friendly context, they may come to appreciate its unique character.
Craft Production and Localization
Emerging baijiu distilleries outside China highlight the spirit’s adaptability. By using local grains and water, producers like Taizi (New Zealand) and Vinn (Oregon) create expressions that retain the essence of baijiu while reflecting regional terroir. If more craft distillers experiment with baijiu, it could follow the trajectory of mezcal, which was once obscure but is now a staple in craft cocktail bars worldwide. Such localisation might also help overcome cultural barriers by infusing baijiu with flavours familiar to local palates.
A Bridge Between Cultures
Baijiu’s global journey offers more than new drinks; it creates a bridge between cultures. When Wuliangye partners with Michelin‑starred chefs or Moutai sponsors international concerts and art exhibitions, they introduce Chinese hospitality and craftsmanship to new audiences. When bars like Jaded Dragon stock 101 types of baijiu or when Canadian bartenders pair the spirit with pineapple and star anise, they are interpreting Chinese traditions through Western techniques. Even global marketing campaigns, with billboards in San Francisco and Times Square, become cultural touchpoints for people who may never have sipped baijiu before.
Conclusion: A Delicate Balance of Heritage and Innovation
Baijiu’s emergence on the world stage is a compelling case study in cultural exchange and market adaptation. Producers face the delicate task of preserving authenticity while making the spirit approachable to international consumers. They must navigate taste preferences, regulatory landscapes, price sensitivities and brand recognition. Yet the potential rewards are significant: baijiu offers flavours unlike any other spirit and a rich narrative rooted in centuries of tradition.
The global baijiu movement remains in its infancy. Bottles are still rare in many Western liquor stores, and the average drinker may not know how to pronounce “baijiu,” let alone appreciate its complexities. But as more people travel, dine and experiment with spirits, curiosity about baijiu will likely grow. Pioneering bars, bold marketing campaigns and collaborations with culinary and cultural institutions are bringing the spirit into the mainstream. Whether baijiu will become the “next big thing” remains uncertain, but one thing is clear: the journey has begun, and it offers a fascinating glimpse into how a quintessentially Chinese drink can find new life on the global stage.