Several major producers of baijiu in China including Wuliangye Group and Yanghe Distillery, have launched lower-alcohol products to keep up with changing consumer habits and targeting younger demographics.
Currently, traditional baijiu has a high alcohol content of 40% to 65% ABV.
Wuliangye, the 2nd most valuable spirits brand in the world has recently launched a baijiu with an ABV of 29%. In addition, it has partnered with Hong Kong singer-songwriter G.E.M. in a marketing campaign targeting younger drinkers.
Another major player, Yanghe Distillery has also released several baijiu products with an ABV of 33.8% this year; while Gujinggong Liquor debuted a 26% ABV spirit.
The move towards lower-alcohol baijiu is to arrest softening demand for standard baijiu products in recent years. The standard category with high alcohol content fails to attract younger consumers, and the country’s largest baijiu producer, Kweichow Moutai reported its slowest profit growth in over a decade in August 2025.
Chinese baijiu producers are also now turning to the export markets to reinvigorate their business. Moutai has adopted ‘One Country, One Strategy’ approach in its global expansion across 66 countries, building consumer following and redefining new perceptions of quality for alcoholic drinks.
