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. 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. It is also true that the major players have truly huge domestic market to service and are highly successful in doing so.