Alcohol has shaped Chinese culture for thousands of years, influencing art, philosophy, politics and tradition. More recently, increasing alcohol consumption has been tied to changing political and economic conditions, with young Chinese consumers increasingly willing to try new drinks such as whisky, beer and wine. Whilst Baijiu remains the favourite tipple for many, sales are declining as a new generation of drinkers continue to associate it with business and banqueting culture. In this episode, we examine the preferences for alcoholic beverages in terms of taste and environment, paying particular attention to the major players reclaiming and reinterpreting Baijiu for the next generation.

Our guest speaker for this episode is Bastien Ciocca, cofounder of San You and Hope & Sesame, awarded China’s Bar of the Year 2020.

Follow us and join the conversation: