The Lunar New Year is traditionally a time for gathering with family and friends to eat and drink.
And for hundreds of years the drink of choice in China for these celebrations has been baijiu – a clear spirit made with fermented grains which packs a potent punch.
Baiju is also often drunk straight and at social events such as weddings and birthdays.
Baiju is also often drunk straight and at social events such as weddings and birthdays.
“Baijiu certainly still has its place in Chinese liquor consumption, even among young consumers,” says Allison Malmsten, public research director at Daxue Consulting.
It accounts for well over 90% of China’s spirits sales, with annual sales of around $160bn (£127bn).
However, in recent times drinks from abroad have been growing in popularity in what is the world’s biggest spirits market.
In 2022, sales of whisky in China were valued at $2.3bn, according to market research firm Euromonitor International.
The Lunar New Year is traditionally a time for gathering with family and friends to eat and drink.
Baiju is also often drunk straight and at social events such as weddings and birthdays.
And for hundreds of years the drink of choice in China for these celebrations has been baijiu – a clear spirit made with fermented grains which packs a potent punch.
“Baijiu certainly still has its place in Chinese liquor consumption, even among young consumers,” says Allison Malmsten, public research director at Daxue Consulting.
Baiju is also often drunk straight and at social events such as weddings and birthdays.
Baiju is also often drunk straight and at social events such as weddings and birthdays.
“Baijiu certainly still has its place in Chinese liquor consumption, even among young consumers,” says Allison Malmsten, public research director at Daxue Consulting.
It accounts for well over 90% of China’s spirits sales, with annual sales of around $160bn (£127bn).
However, in recent times drinks from abroad have been growing in popularity in what is the world’s biggest spirits market.
In 2022, sales of whisky in China were valued at $2.3bn, according to market research firm Euromonitor International.
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