Chinese Baijiu - food tech news in Asia

Recently, the General Administration of Customs of China has officially changed the English name of Chinese traditional liquor to “Chinese Baijiu” in China’s 2021 Import and Export Tariff Code. The new name appears on export documentation as of January 1st, 2021.

Over the years, Chinese traditional liquor has been lacking an official English name. Chinese spirits, Chinese distilled spirits, and Chinese liquor are all English names of Chinese traditional liquor. The new English name aroused a heated discussion on Chinese social platforms. 16 thousand Weibo users have offered enthusiastic comments about the decision under the hashtag #Chinese-Baijiu-Gets-a-New-English-Name. The change of its official English name is bringing the awareness of the differences between Chinese Baijiu and foreign distilled beverages, and also links the Chinese Baijiu culture with similar drinking cultures around the world.

People can experience Chinese Baijiu around Chinatown in big cities and special liquor stores outside of China. In Europe, America, Japan, and South Korea, many pubs are offering Chinese Baijiu; For example, a bar called Lumos Jiuguan in Manhattan, NYC, is offering Chinese Baijiu. The price of a cup of Baijiu ranges from US$12 to US$32. In recent years, The popularity of Baijiu-based cocktails is on the rise. A Baijiu bar named FU, located in Liverpool, UK is making drinks with 20 kinds of Baijiu, including classic Wuliangye, Tianzhilan (Blue of the Sky), and Red Star Er Guo Tou.

Chinese baijiu in Liverpool - food tech news in Asia
FU Bar in Liverpool, UK, is the first Chinese Baijiu bar in Europe, opened in 2016.

As with other imported products from China, most of the Baijiu cost more than vodka, gin, or rum. According to the statistics of the General Administration of Customs of China, from January to December 2019, the import amount of Chinese Baijiu was US$137.23 million, up 34.3% year-on-year, and the export amount was US$665.04 million, up 1.3% year-on-year. From January to December 2019, China imported 3.89 million liters of Baijiu, up 31.2% year-on-year, and exported 16.39 million liters, down 4.8% year-on-year.

Although Baijiu, as a unique liquor in China, maintains an absolute advantage in export surplus all year round, its growth rate is very low and even negative in 2019. The development of the Baijiu industry in China is also becoming creative over the past few years. In our previous article about the low alcohol trend in China, we have mentioned that Jiangxiaobai is the leading baijiu brand and positioning itself as the game-changer of Baijiu, embracing young and creative energy. Jiangxiaobai has extended the brand into biscuits and ice cream. We will follow up on these trends where co-branding is involving Chinese Baijiu with other types of food.

You May Also Like

Busy June for Chinese plant-based meat companies

Many plant-based meat companies have recently launched their plant-based meat products in…

Innovative dairy brand Eisbock completed Pre-A financing

The innovative dairy brand, Eisbock, has completed its Pre-A financing of tens…

The second incubator cohort of Dao Foods

Dao Foods, an impact investment firm that aims to help entrepreneurs develop…

Marine protein snacks emerging in China market

The choice of leisure snacks shows a more diversified and healthier trend,…