The New Era of Baijiu: Internationalization Strategy for Chinese Brands

Chinese baijiu is a distilled spirit unique to China with a long history and deep cultural heritage. The Chinese liquor market is also one of the largest spirits markets in the world, with remarkable scale and growth rate. China's liquor industry generated sales of more than RMB 600 billion in 2022, but slower growth in 2023 has prompted companies to turn their attention overseas. Data shows that in 2023, Baijiu exports reached 15 million liters, accounting for only 0.2% of total production. The advancement of brand internationalization strategies has injected new vitality into the traditional industry. 

In the fierce market competition, brand value has become the key to success. Leading brands such as Moutai and Wuliangye continue to expand their global influence through overseas branches, international wine shows and cross-industry collaborations. 2024 Global Spirits Brand Value Ranking shows that Moutai tops the list with US$50.1 billion, followed by Wuliangye (US$25.9 billion) and Guojiao 1573 (US$8.2 billion). These brands not only rely on historical heritage to enhance cultural identity, but also through product innovation to open up new markets - low-alcohol Baijiu caters to the trend of healthy consumption, while Baijiu cocktails attract younger consumers. By combining e-commerce with social media marketing, the brand image has become increasingly youthful. 

In 2025, Chinese Baijiu's expansion abroad is set to face multiple opportunities: growing global demand, strengthened policy support, and the widespread adoption of digital marketing. However, cultural differences and insufficient brand recognition remain major challenges. Companies need to precisely target markets, for example, by leveraging premium strategies to enter the luxury spirits category or collaborating with bars and mixologists to promote innovative drinking methods. Additionally, the collectible and investment value of Chinese Baijiu is expected to attract the attention of international collectors. 

In the future, Chinese Baijiu companies will need to combine their strengths and balance cultural export with localization strategies to secure a place in the global spirits market. From “China Brewing” to “World Taste”, this international journey of blending tradition and modernity is quietly unfolding.

Continue reading: https://bit.ly/3XGi7yF

Full article in <Hong Kong Economic Times>, written by CHFT Stella Law.