Chinese liquor makers endeavour to give Westerners a taste for baijiu
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Jun 26 2024
0mins
Source: reuters
- Baijiu Makers Target Western Markets: Chinese baijiu makers are reformulating the liquor to appeal to Western consumers in cities like New York, Los Angeles, and London.
- Push for International Growth: Major baijiu producers are looking to expand sales outside China as domestic growth slows, targeting markets where baijiu is less known like the United States and Europe.
- Varieties and Taste: Baijiu, with 40-60% alcohol content, is distilled from sorghum and has different tastes based on production methods. Some liken it to vodka or soy sauce.
- Competition and Partnerships: Western drinks companies are entering the Chinese market, while Chinese baijiu makers are forming partnerships with international brands like Campari.
- Market Expansion Strategies: Companies like Shede Spirits aim to increase international sales through marketing on platforms like TikTok, influencer collaborations, and potential sports sponsorships.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
