As Gen Z and millennials reduce their alcohol, China’s distillers tone down their baijiu
Generation Z and millennials are drinking less alcohol, and China’s baijiu distillers are taking note and creating less powerful spirits
China’s struggling distillers are creating milder versions of the nation’s fiery baijiu, trying to appeal to a younger generation of lighter drinkers.
The country’s economic malaise, coupled with Beijing’s crackdown on boozy banquets among government officials and businessmen, is forcing distillers to rethink the grain-based spirit that traditionally contains more than 50 per cent alcohol.
In August, Wuliangye Yibin, which has seen sales growth slow for two years, began selling 29° Crush On, a spirit with 29 per cent alcohol by volume – significantly lower than the company’s signature spirit with 52 per cent alcohol content.
It hired Cantopop star Gloria Tang Sze-wing, also known as G.E.M., to promote the new brand that comes in a slender, minimalist sky-blue bottle, a contrast from traditionally ornate ceremonial baijiu decanters.
Rivals Anhui Gujing Distillery and Shede Spirits introduced products with alcohol volumes of 26 per cent and 29 per cent respectively that same month. ZJLD went a step further, selling its own brand of beer.
Other baijiu makers are planning to introduce reduced-alcohol products in the coming months.