Alcohol is an important component of Chinese cuisine and culture. Baijiu (Chinese liquor) is one of the 6 world-famous varieties of spirits (the other five being brandy, whisky, rum, vodka, and gin). Drinking baijiu has been a tradition at gatherings among seniors. However, certain changes are happening in consumer preferences as social media and e-commerce developed. Chinese consumers are interested in discovery and novelty. China has seen a noticeable shift from a strong white spirit to low-alcohol content. Millennials tend to choose their alcoholic beverages to express their identity and their personality. The growing trend of . . .
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