Chinese companies’ moves to push baijiu outside of China come as Western drinks like Pernod Ricard and Diageo muscle in on Chinese liquor makers’ turf, tempting China’s twenty- and thirtysomethings with Irish and Scotch whiskies in particular.
Makers of the Chinese liquor baijiu are reformulating the fiery grain liquid to appeal to a wider client base, including cocktail drinkers in New York, Los Angeles, and London, as sales at home slow.
