Reported 11 months ago
Amid slowing sales in China, Chinese baijiu makers like Kweichow Moutai are targeting Western markets such as New York, Los Angeles, and London to introduce the traditional Chinese spirit to a new audience. Baijiu, a strong grain alcohol, is being reformulated to suit Western tastes, with companies like Shede Spirits and Sichuan Yibin Wuliangye Group exploring ways to make baijiu popular internationally. Western drinkers are being introduced to baijiu through cocktails and marketing efforts, with the potential to compete with established spirits like whisky in foreign markets.
Source: YAHOO