While baijiu is celebrated as China's national spirit and wine is steadily gaining popularity, yellow wine—known locally as Huangjiu—constitutes less than 2% of the country's total alcoholic beverage market. Nevertheless, it holds a distinctive place in Chinese drinking culture.

With a history spanning over 2,500 years, Huangjiu is among the world's oldest alcoholic drinks, yet it remains relatively obscure outside of China. Today, Simon Zhou, founder of Ruby Red Fine Wine, is here to share the story of Huangjiu. Recognized as one of Forbes China’s most admired figures in the food and beverage sector, Simon started with a two-person operation, which has since expanded to a team of over 160 by 2024. Ruby Red Wine Group now operates multiple offices both in China and internationally, representing more than 300 global brands, from fine wines to premium sake. Its clientele includes leading hospitality venues, specialty distributors, and passionate wine collectors.

In 2022, Simon launched Vintry France, a négociant business in Beaune, France. The following year, he invested in a boutique winery in northeast China and co-founded a rice wine production base in Shaoxing. By 2024, he had also overseen the launch of Domaine 41, a modern wine retail venture in Shanghai. Beyond his business endeavors, Simon actively educates others about wine, engaging over 60,000 followers across various social media platforms. He is now focusing some of his efforts on Huangjiu, and in this episode, we'll explore this intriguing beverage that has graced imperial courts, complemented seasonal delicacies, and is now resonating with contemporary consumers.

Connect with Simon Zhou at www.rubyred.com.cn

Since 2016, Bottled in China brings you into the food and drink scene through conversations with the some of the most happening personalities. Hosted by Emilie Steckenborn, the show is your one spot for all things food, beer, wine and spirits from across the world. Connect with us on LinkedIn or Instagram @bottled.in.china

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