A glass being filled with clear liquid, likely sake, on a wooden surface, with a black background and a dark ceramic sake bottle partially visible to the right.

THE STORY OF BAIJIU.

THE BIGGEST DRINK ON THE PLANET AND YOU MAY NEVER HAVE HEARD OF IT!.

Baijiu means ‘white spirit’ and is the most produced and consumed spirit in the world. The market in China is worth over £160 billion which can be compared to the global whiskey market size estimated at around £54 billion. Vodka sales in 2024 were estimated to be around £40 billion.

Baijiu remains larger than almost all other global spirits combined. Baijiu is a broad category encompassing all clear spirits in China and is made in many different ways from various grains.

This process varies dramatically from one producer to another, however there is a category of Baijiu defined by its unique complex ripe fruit characteristics which are made using an early dry fermentation unlike other clear spirits. Chinese Baijiu is typically extremely powerful in flavour, aroma and alcohol and we love it but it has a reputation for being difficult for new drinkers to enjoy. This is somewhat unfair but also often true. Four of the worlds fifteen largest alcohol brands by market cap are Baijiu producers with two in the top three and they have a firm hold on the number one spot with Kweichow Moutai.

BAIJIU DRINKING IN CHINA IS HIGHLY RITUALISED

It is almost exclusively taken with food in banquet settings and in small “shots” in a single swig! It is a revered and celebrated way of bringing people together, drinking together, and being together. The category is highly diverse and there is great variety in flavour and aroma across many defined categories. In many ways it is as diverse as the western clear spirits sector which would include all the familiar favourites such as gin, vodka, and even tequila.

BAIJIU IN THE WEST

Despite its remarkable market size in China, Baijiu has never impacted the Western mainstream market in any significant way. This has always been attributed to its super strength, intense powerful flavour and aroma profile and its traditional ritualistic serving.