5 Things to Know about Baijiu, the World's Most Consumed Spirit
Although little-known outside of China, baijiu is nevertheless the world’s most-consumed spirit, topping the likes of gin, vodka, whisky and rum. Here are five things you need to know about baijiu, which sounds like “bye Joe” and translates as “white liquor“.
Bulk booze
As noted, the world consumes more baijiu than any other spirit: it just happens to almost all be drunk in China. The country has thousands of producers that make some 20 billion bottles – yes, billion – in a typical year. That’s enough to fill 4,000 Olympic-sized swimming pools. It’s also not that surprising given that China has over a billion people, that baijiu is closely tied to festivals, business entertaining and family gatherings, and that this booze is usually drunk as a shot. The toast “ganbei” equates to “bottoms up” and is something imbibers will hear repeatedly during an evening out.
Spirit styles
Baijiu can be made from a single grain, or a blend of grains, with sorghum, wheat, corn and rice among the top options. Potency varies, with a liver-punching 52 percent alcohol level common. The main styles are described in terms of aroma. Sauce aroma baijiu, for example, typically hail from southwest China and are the funkiest, with descriptions including soy sauce, herbs, sesame and even stinky socks. Strong aroma baijius tend to be pungent but “cleaner” smelling, with some spicy characteristics, while light aroma baijius typically hail from the north and are often considered fruitier, more phenolic and slightly sweet.
Qu on this
Qu (sounds like “chew”) is crucial for making baijiu and is often equated with yeast, although it is much more than that. Think of it as a brick (literally, it often comes in that form) of packed grains that include mold, bacteria, yeast and even visible bugs. Qu kicks off the process of turning those grains into baijiu. No qu, no booze.
Brand value
The top baijiu companies are worth a lot of money. The most famous brand, Moutai, had a market capitalization of nearly USD73 billion in April 2007 and overtook Diageo as the world’s most valuable booze company. It was also deemed the world’s top spirit label in 2016 by Brand Finance, edging Johnnie Walker. Three other baijiu brands made the top ten, with Yanghe in third, Luzhou Laojiao in sixth and Wuliangye in ninth, joining the likes of Jack Daniels, Hennessy, Bacardi, Smirnoff and Absolut.
Going global
Baijiu is relatively unknown beyond China but the situation is slowly changing. Dedicated bars have opened, such as Lumos in New York and Fu in Liverpool, and bartenders worldwide are experimenting with this spirit. There are annual events like Baijiu Cocktail Week and World Baijiu Day as well as an English-language guide that covers baijiu’s history, styles and brands. There are even producers beyond China, such as Taizi in New Zealand, Vinn in the United States and Dragon Mist in Canada. Baijiu is unlikely to take the place of whisky, vodka or rum on the world’s bar shelves but it might soon have a spot alongside them.
Since you are here, we would like to share our vision for the future of travel - and the direction Culture Trip is moving in.
Culture Trip launched in 2011 with a simple yet passionate mission: to inspire people to go beyond their boundaries and experience what makes a place, its people and its culture special and meaningful — and this is still in our DNA today. We are proud that, for more than a decade, millions like you have trusted our award-winning recommendations by people who deeply understand what makes certain places and communities so special.
Increasingly we believe the world needs more meaningful, real-life connections between curious travellers keen to explore the world in a more responsible way. That is why we have intensively curated a collection of premium small-group trips as an invitation to meet and connect with new, like-minded people for once-in-a-lifetime experiences in three categories: Culture Trips, Rail Trips and Private Trips. Our Trips are suitable for both solo travelers, couples and friends who want to explore the world together.
Culture Trips are deeply immersive 5 to 16 days itineraries, that combine authentic local experiences, exciting activities and 4-5* accommodation to look forward to at the end of each day. Our Rail Trips are our most planet-friendly itineraries that invite you to take the scenic route, relax whilst getting under the skin of a destination. Our Private Trips are fully tailored itineraries, curated by our Travel Experts specifically for you, your friends or your family.
We know that many of you worry about the environmental impact of travel and are looking for ways of expanding horizons in ways that do minimal harm - and may even bring benefits. We are committed to go as far as possible in curating our trips with care for the planet. That is why all of our trips are flightless in destination, fully carbon offset - and we have ambitious plans to be net zero in the very near future.
Culture Trip Spring Sale
Save up to $1,100 on our unique small-group trips! Limited spots.
