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We’ve all encountered baijiu somewhere – perhaps toasting at a wedding banquet, sealing a new business deal, or greeting the sunrise with the lads outside of a 7-Eleven. But with China becoming increasingly international, the question remains whether the Middle Kingdom’s national liquor will find global recognition or fade into obscurity. Big baijiu is placing its bets on where and how to stay relevant in a rapidly changing market.
Despite seeing massive growth in recent years, the baijiu industry is at a crossroads. Baijiu’s major consumer group is over 60 years old, while the younger generation of Chinese drinkers has shown less affection to the spirit – viewing it as their father’s or grandfather’s drink of choice. Below, we learn how baijiu’s modernity can put it on the world map.