How Can Baijiu Go Global?

As China’s baijiu market becomes increasingly competitive and growth slows, producers are being pushed to look beyond their home turf. “Going global” has shifted from ambition to necessity.

At a recent forum in Sichuan – the heartland of baijiu production – Vinexposium, together with Vino Joy News and leading producers including Wuliangye, Shede and Langjiu, brought over 60 trade professionals together to examine what it will take for baijiu to find a place on the global stage.

Opportunity meets constraint

Alvin Chua of Ascent Bridge, one of Southeast Asia’s more established baijiu importers, framed the opportunity in macro terms. As Chinese companies expand abroad and economic ties deepen, a natural base for baijiu consumption is emerging overseas.

But the gap remains stark. Despite its scale, baijiu exports account for only around 2% of total production, leaving the category largely absent from mainstream consumption outside China.

Chua pointed to three structural challenges.

The first is return on investment. For many producers, allocating resources domestically still delivers higher and faster returns. Yet with the local market approaching saturation, overseas expansion is becoming harder to avoid.

The second is perception. In China, premium baijiu often carries collectible or investment value. Overseas, it is treated simply as a drink — stripping away much of its pricing logic.

The third is awareness. While baijiu made an early appearance on the global stage at the 1915 Panama-Pacific Exposition, international understanding has barely advanced since.

Compounding this is a lack of consumption occasions. Outside Chinese restaurants — where baijiu is rarely the primary choice — the category has yet to establish a clear role. Unlike wine or spirits, it lacks a defined place across pre-dinner, dining and bar settings.

For Chua, the starting point is straightforward: focus on the consumer.

“Why do they buy? Why do they drink? Why would they come back?” he said. “You need to answer those questions with both information and experience.”

Lowering the barrier to entry is key — through tastings, masterclasses and more approachable formats such as cocktails — while repeated exposure helps convert curiosity into habit. His company has also focused on placing baijiu in retail and premium venues to build visibility and credibility.

A shift in consumption logic

Xu Shixiao, founder of CBC Baijiu International Certification system, argued that the industry is facing a deeper structural reset.

Drawing on recent data, he noted that many leading producers are under pressure — not as part of a cycle, but as a result of longer-term shifts.

“If we continue to treat this as cyclical and wait for recovery, we are essentially standing still,” he said.

Two forces are driving the change: slower economic growth and a generational shift in consumption.

“High-end baijiu has long been tied to status,” Xu said. “Older consumers used it to signal social standing. Younger consumers — even high-income ones — care more about personal preference: taste, style, how they drink.”

That shift is weakening traditional relationship-driven sales models and forcing brands to rethink how they engage with consumers.

Overseas, Xu argued, many producers remain focused on Chinese diaspora consumers — a segment that is already crowded. The real opportunity lies elsewhere.

“The question is how to get a French or Italian consumer to accept baijiu,” he said. “It’s difficult, but the potential is significant.”

Rethinking product and messaging

To reach that audience, Xu outlined several areas for adjustment.

Flavour communication needs to become more concrete and relatable, moving away from abstract or technical descriptions.

Drinking styles must also evolve. “High-proof baijiu, often above 50% ABV, consumed in one shot creates a very high barrier,” he said, adding that such rituals make it harder for new consumers to appreciate quality.

Marketing, too, needs to shift — from relationship-based selling to a more professional, knowledge-driven approach that emphasises production methods, style and standards.

At the forum, Xu demonstrated a structured tasting framework — covering appearance, aroma, palate and evaluation — using a range of baijiu styles from leading producers.

The line-up itself reflected the industry’s current transition. Alongside traditional expressions such as Gujing Gong Liquor, Shede and Langjiu’s fifth-generation Qinghualang, producers also showcased newer, more accessible formats. These included lower-ABV offerings, such as Wuliangye’s 29% abv expression called Crush On, and more experimental products like Shunchenghe’s sorghum-husk-fermented Beijing Welcomes You.

Entry-level brands including Jiangxiaobai and Red Star Erguotou also presented their premium lines – Intimate Friend and Red Star Imperial Seal, underscoring a broader attempt to reposition baijiu across price tiers and consumption occasions.

He described the current moment as both challenging and opportune.

“In the past, the domestic market was relatively easy, and resources were concentrated at home,” he said. “As traditional channels slow, companies are forced to look outward — and that may open new space.”

But he cautioned that progress will require sustained investment and industry-wide coordination.

Building a global pathway

On execution, Xu noted that the wine industry has already developed effective tools — trade fairs, roadshows, tastings and masterclasses — that can be adapted for baijiu.

As a forum organiser, Vinexposium is positioning itself as a key enabler.

Founded in 1981 and based in Bordeaux, the group runs events in major cities including Hong Kong, Shanghai, Tokyo, Paris, New York, Miami, Singapore and Mumbai, and has expanded into spirits.

Deputy CEO Laurent Bos said its flagship event, Wine Paris, has become one of the world’s leading trade platforms, including a rapidly growing spirits section. Unlike consumer fairs, it operates as a strictly B2B event, with around 63,000 verified trade visitors in 2025.

Vinexpo Hong Kong, he added, offers a model for market development. The 2024 edition attracted more than 14,000 visitors from 60 countries and regions, with over 1,000 exhibitors.

Vinexposium’s core strength lies in its network — more than 15,000 producers and 250,000 buyers worldwide, spanning importers, distributors, duty-free operators and the hospitality sector, alongside thousands of media and industry organisations.

Through these platforms, producers can host forums, tastings, pairings and product launches — combining brand exposure with market education.

The group has worked with Chinese baijiu producers since 2017, with brands such as Moutai and Yanghe participating regularly. In 2025, delegations from Sichuan and Guizhou brought leading producers including Wuliangye, Jian Nanchun, Shede and Langjiu to international shows.

Bos said the model is straightforward: identify target markets, connect with buyers, and let producers take the lead from there.

“We work closely with associations and regions to understand where their target buyers are,” he said. “Our role is to bring those buyers to them. From there, it’s about education, tastings and building relationships that can turn into sales.”

In that sense, the pathway for baijiu’s global expansion is becoming clearer — but far from easy.