{"id":8291,"date":"2022-06-11T07:30:48","date_gmt":"2022-06-11T07:30:48","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=8291"},"modified":"2025-04-23T09:39:47","modified_gmt":"2025-04-23T09:39:47","slug":"why-chinese-millennials-are-saying-bye-to-baijiu","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/why-chinese-millennials-are-saying-bye-to-baijiu\/","title":{"rendered":"Why Chinese millennials are saying bye to baijiu"},"content":{"rendered":"
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Alcohol has shaped Chinese culture for thousands of years, influencing art, philosophy, politics and tradition. Recently, alcohol consumption has been tied to changing political and economic conditions, with young Chinese consumers increasingly willing to try drinks such as whisky, beer and wine<\/h2>\n

Whilst baijiu<\/em> (a strong colourless liquor usually distilled from sorghum) remains the favourite tipple for many Chinese drinkers, sales are declining as the younger generation continue to associate it with business and banqueting culture. According to Daxue Consulting, only 31% of millennials say they drink baijiu<\/em>, compared to 91% who say they often drink beer. Nevertheless, a number of major players are reclaiming and reinterpreting baijiu<\/em> for the next generation.<\/p>\n

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Traditional Chinese drinking culture<\/h4>\n

According to Tong Digital’s Tracing the Trend podcast, Chinese drinking has historically been more ritualistic, with alcohol consumption traditionally reserved for events such as weddings, business dinners and banquet-style gatherings.<\/p>\n

Today, millennial drinking culture in China is largely moving away from this, and although up to 80% of alcohol is consumed in restaurants or at home, many of China\u2019s young people are opting to visit bars and drink in a more casual setting. It is also important to consider that there are market and government forces at play and these have shaped young consumers\u2019 outlook on the spirit.<\/p>\n

Over the past decade, anti-corruption policies have seen a crackdown on government officials expensing highly-inflated bottles of baijiu<\/em> as gifts and drinks at banquets. The reduced corruption<\/a> has deflated the price of some major brands on the market \u2014 such as Maotai, Shui Jing Fang and Wuliangye \u2014 and taken away a huge source of revenue from state subsidies. As a result, this incentivises baijiu<\/em> distilleries to target younger and more diverse markets and now many bar owners across China are working to encourage baijiu<\/em> to move into the bar and cocktail scenes.<\/p>\n