![]() ![]() But an important reason for its ubiquity is how embedded it is in China’s business culture. Baijiu is found at weddings, funerals, holidays, and other events. Why is baijiu so common? Sandhaus says that one major factor is ritualistic. He estimates that 99 percent of the hard liquor drunk in China is baijiu, a figure that is unlikely to drop very much. Might they threaten baijiu’s dominance? Sandhaus doesn’t think so. In the larger Chinese cities, Western spirits like whiskey and gin have become increasingly popular with the young. This makes it the best-selling spirit in the world - even though the overwhelming majority of its drinkers are in one country. Over 1.5 billion gallons of baijiu were sold last year for a total profit of $23 billion. If you are anywhere in China, you will not be far from baijiu. It is found in the liquor cabinets of rich and poor and everyone in between. It can be bought in Tibet, Xinjiang, Yunnan, Inner Mongolia, and everywhere else. It is sold in supermarkets in Shanghai and in corner stores in tiny villages. “It’s something strange for the Western palette.”Ī lot of people. “The flavors or smells are very different than what you get with a whiskey or vodka or rum,” he said. Sandhaus says that it is not surprising that nearly all Western visitors to China find baijiu so peculiar at first. There are many different kinds of baijiu, but the four main types are loosely defined as the rice aroma (a floral, light flavor), light aroma (a sweet, floral taste), sauce aroma (a sharp taste akin to soy sauce), and strong aroma (spicy and fruity), and within these broad categories there are countless additional variations. ![]() Just like whiskey, gin, and other spirits, “baijiu” isn't just one thing - it instead refers to a wide variety of substances. While baijiu is often consumed straight-up in shots or sipped, cocktails mixing baijiu with other flavors have recently become more popular. ![]() The main difference between baijiu and these liquors is the former’s strength - a typical baijiu might exceed 110 proof (55 percent alcohol content). With Sandhaus’ help, here is a brief rundown of everything you need to know about baijiu.īaijiu is a clear grain alcohol that resembles (in color) other East Asian liquors like South Korea’s soju. Could baijiu be the next hot international liquor trend? In fact, baijiu is having a moment: The quintessentially Chinese spirit has become more popular in other parts of Asia, particularly in South Korea, and has even found its way into bars and supermarkets in the U.S. “And for a writer, it was an incredibly complex and interesting subject with offshoots in just about every aspect of life in China.”Įventually, Sandhaus’ fascination with baijiu resulted in a book, Baijiu: The Essential Guide to Chinese Spirits, which seeks to demystify and rehabilitate the much-maligned drink. “I discovered it wasn’t nearly as gross or intimidating as I thought it was,” he recalled. This time, he began to understand that there was more to the popular beverage than he had thought. But during a later stint in Chengdu, the gray, bustling capital of China’s Sichuan Province, Sandhaus was re-introduced to baijiu by two men who worked in the industry. Learn moreĪsk any Westerner who has spent time in China, and their own story would likely be the same. In 2013, Asia Society interviewed Derek Sandhaus about all things baijiu. ![]()
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