Baijiu is the first category of spirits by volume.
But what do consumers outside China know about the range of style they can produce ? What is consumer perception of this category in China and key export markets ? What are the challenges of this category on its internal market, and for international development?
It is to try to answer these and other questions that we set up a steering committee composed of spirits professionals with proven editorial skills and knowledge of the category. Over the months, they will build up a documentary collection from which professionals and consumers can go and learn more about this category that is beginning to be discussed outside China’s borders. This “one-stop information shop” on baijiu should become a platform from which in-depth, varied and up-to-date information will be fed into the dedicated website and social networks.
The initiative highlights the fact that Spirits Selection is more than just a competition between producers and appellations. It is primarily aimed at fostering dialogue and creating a meeting point for industry specialists.