Baijiu, which translates literally as “white alcohol,” is a clear spirit made predominately from sorghum, although glutinous rice, maize or other grains can also be utilized in various proportions. It is ubiquitous in China at official events, like weddings, business deals, and boozy government lunches, but under President’s Xi Jinping’s ongoing crackdown on government largesse, sales are down about 13 percent from a peak in 2012.
As baijiu growth falters, many brands are looking abroad to push sales – not only to introduce it to foreigners, but also to keep it relevant to the younger, wealthier generation of Chinese who are living as expatriates.