Baijiu Makers Revamp Image to Woo Younger Drinkers | JQJO

Facing declining consumption due to economic slowdown and anti-corruption campaigns, China's baijiu liquor industry is undergoing a transformation. To attract younger generations, producers are innovating with lower-alcohol options, fruit infusions, cocktails, and even baijiu-flavored ice cream and lattes. While traditional high-alcohol baijiu remains associated with formal business settings, the market is adapting to changing tastes and a preference for healthier, more diverse beverages.