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As Gen Z and millennials reduce their alcohol, China’s distillers tone down their baijiu

 04/11/2025 12 Views
As Gen Z and millennials reduce their alcohol, China’s distillers tone down their baijiu



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.

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