{"id":8867,"date":"2025-11-04T19:49:32","date_gmt":"2025-11-04T11:49:32","guid":{"rendered":"https:\/\/sgbuzz.com\/?p=8867"},"modified":"2025-11-04T19:49:32","modified_gmt":"2025-11-04T11:49:32","slug":"as-gen-z-and-millennials-reduce-their-alcohol-chinas-distillers-tone-down-their-baijiu","status":"publish","type":"post","link":"https:\/\/sgbuzz.com\/?p=8867","title":{"rendered":"As Gen Z and millennials reduce their alcohol, China\u2019s distillers tone down their baijiu"},"content":{"rendered":"<p><br \/>\n<br \/><img decoding=\"async\" src=\"https:\/\/cdn.i-scmp.com\/sites\/default\/files\/styles\/1280x720\/public\/d8\/images\/canvas\/2025\/11\/04\/e46d9e37-d7b9-4624-82eb-f2b5b49ef0e5_1452c155.jpg\" \/><\/p>\n<div id=\"\">\n<p datatype=\"p\" data-qa=\"Component-Component\" class=\"e8zc9q40 css-1c6uqr6 ec74h0k1\">China\u2019s struggling distillers are creating milder versions of the nation\u2019s fiery <em data-qa=\"ContentSchemaRender-defaultRenderMapFunctions-Component\" class=\"css-1mniedq ex3nmsa15\">baijiu<\/em>, trying to appeal to a younger generation of lighter drinkers.<\/p>\n<p datatype=\"p\" data-qa=\"Component-Component\" class=\"e8zc9q40 css-1c6uqr6 ec74h0k1\">The country\u2019s economic malaise, coupled with Beijing\u2019s 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.<\/p>\n<p datatype=\"p\" data-qa=\"Component-Component\" class=\"e8zc9q40 css-1c6uqr6 ec74h0k1\">In August, Wuliangye Yibin, which has seen sales growth slow for two years, began selling 29\u00b0 Crush On, a spirit with 29 per cent alcohol by volume \u2013 significantly lower than the company\u2019s signature spirit with 52 per cent alcohol content.<\/p>\n<p datatype=\"p\" data-qa=\"Component-Component\" class=\"e8zc9q40 css-1c6uqr6 ec74h0k1\">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 <em data-qa=\"ContentSchemaRender-defaultRenderMapFunctions-Component\" class=\"css-1mniedq ex3nmsa15\">baijiu<\/em> decanters.<\/p>\n<p datatype=\"p\" data-qa=\"Component-Component\" class=\"e8zc9q40 css-1c6uqr6 ec74h0k1\">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.<\/p>\n<p datatype=\"p\" data-qa=\"Component-Component\" class=\"e8zc9q40 css-1c6uqr6 ec74h0k1\">Other <em data-qa=\"ContentSchemaRender-defaultRenderMapFunctions-Component\" class=\"css-1mniedq ex3nmsa15\">baijiu<\/em> makers are planning to introduce reduced-alcohol products in the coming months.<\/p>\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/www.scmp.com\/lifestyle\/food-drink\/article\/3331460\/gen-z-and-millennials-reduce-their-alcohol-chinas-distillers-tone-down-their-baijiu?utm_source=rss_feed\" target=\"_blank\" rel=\"noopener\">Read Full Article At Source <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>China\u2019s struggling distillers are creating milder versions of the nation\u2019s fiery baijiu, trying to appeal to a younger generation of lighter drinkers. The country\u2019s economic&#8230;<\/p>\n","protected":false},"author":1,"featured_media":1864,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"","fifu_image_alt":"","footnotes":""},"categories":[33],"tags":[29,8124,6292,8122,2831,8121,7955,8123],"class_list":["post-8867","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bored-interesting","tag-alcohol","tag-baijiu","tag-chinas","tag-distillers","tag-gen","tag-millennials","tag-reduce","tag-tone","wpcat-33-id"],"_links":{"self":[{"href":"https:\/\/sgbuzz.com\/index.php?rest_route=\/wp\/v2\/posts\/8867","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sgbuzz.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sgbuzz.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sgbuzz.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/sgbuzz.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=8867"}],"version-history":[{"count":0,"href":"https:\/\/sgbuzz.com\/index.php?rest_route=\/wp\/v2\/posts\/8867\/revisions"}],"wp:attachment":[{"href":"https:\/\/sgbuzz.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=8867"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sgbuzz.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=8867"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sgbuzz.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=8867"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}