Will the world drink more baijiu in 2022? Beyond Kweichow Mao-tai and Wuliangye, how Chinese liquor brands are targeting millennials, Gen Z and the Western market

Bottles of Kweichow Moutai, at the factory in Moutai, Guizhou province where much of China’s national drink, baijiu, is distilled for markets at home – and increasingly – abroad. Photo: Zigor Aldama

Bottles of Kweichow Moutai, at the factory in Moutai, Guizhou province where much of China’s national drink, baijiu, is distilled for markets at home – and increasingly – abroad. Photo: Zigor Aldama


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