Whisky takes a shot at China's baijiu-dominated market - BBC News

Western alcoholic drinks are trying to take on baijiu, which dominates the country's spirits market.

1 day agoShareclose panelShare pageCopy linkAbout sharingImage source, Getty ImagesBy Katie SilverBusiness reporterThe Lunar New Year is traditionally a time for gathering with family and friends to eat and drink.

And for hundreds of years the drink of choice in China for these celebrations has been baijiu - a clear spirit made with fermented grains which packs a potent punch.

Baijiu is also often drunk straight and at social events such as weddings and birthdays.

Its Alcohol-By-Volume (ABV) can top 60% - in comparison spirits like scotch whisky and tequila typically have an ABV of around 40%.

"Baijiu certainly still has its place in Chinese liquor consumption, even among young consumers," says Allison Malmsten, public research director at Daxue Consulting.

https://www.bbc.co.uk/news/business-68236672

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