China's Baijiu Makers Adapt to Changing Times
China's liquor distillers are shifting their focus to milder versions of baijiu, the nation's traditional grain-based liquor, in an effort to appeal to a younger generation of lighter drinkers.
The country's economic downturn and Beijing's crackdown on excessive drinking among government officials and businessmen have prompted distillers to innovate and produce lower-alcohol alternatives.
- Wuliangye Yibin, a major distiller, has introduced "29° Crush On", a baijiu with 29% alcohol by volume, significantly lower than their traditional 52% alcohol content.
- The new brand features a sleek, minimalist design, targeting a younger demographic.
Read more at The Business Times.
Author's summary: Chinese baijiu makers innovate to attract Gen Z.