(1 Aug 2025)
ASSOCIATED PRESS
Beijing, China - 28 July 2025
1. Tilt down of a model of a moutai bottle
ASSOCIATED PRESS
Beijing, China - 13 June 2025
2. SOUNDBITE (English) Jim Boyce, a Canadian writer and wine expert ++SOUNDBITE STARTS ON PREVOUS SHOT AND IS OVERLAID BYSHOT 3-4++
“Most of people outside China have never even heard about baijiu. So they haven’t heard of it, they haven’t tried it and this spirit is more production than gin, than vodka than whiskey. So for me, it’s crazy if you like to drink spirits and you’ve never had baijiu, it’s kind of like you like eating noodles, you’ve never had spaghetti.”
ASSOCIATED PRESS
Chongqing, China - 17 May 2025
3. Wine makers putting lid on a cauldron to steam sorghum
4. Tilt of a distiller
5. Close of baijiu from a distiller
ASSOCIATED PRESS
Beijing, China - 28 July 2025
6. Various of Kwichow Moutai products on display
ASSOCIATED PRESS
Beijing, China - 13 June 2025
7. SOUNDBITE (English) Jim Boyce, a Canadian writer and wine expert ++SOUNDBITE STARTS ON PREVOUS SHOT AND IS OVERLAID BYSHOT 8++
“There's so much choice right now baijiu has to fight for attention. So now we see more RTDs, ready-to-drink baijiu, like cocktail in a can. We see more baijiu cocktails. We see lower alcohol. We see infusions with bamboo or cinnamon. We see the baijiu companies trying to find out “how do we appeal to the consumers who have one thousand choices?” Really it’s a problem not just baijiu has. Every alcohol has this problem of getting consumer attention.”
ASSOCIATED PRESS
Beijing, China - 13 June 2025
8. Various of bartender making cocktail
ASSOCIATED PRESS
Chongqing, China - 17 May 2025
9. Various of Jiangxiaobai baijiu bottles on display
10. SOUNDBITE (Mandarin) Fan Li, Jiangxiaobai's marketing director ++SOUNDBITE STARTS ON PREVIOUS SHOT AND IS PARTIALLY OVERLAID BY SHOT11++
“Our promotion of products combines the culture and lifestyle young people advocate. From our products to our branding, it’s a process of embracing the younger generation.”
11. Jiangxiaobai baijiu bottles on display
ASSOCIATED PRESS
Beijing, China - 13 June 2025
12. Various of bartender making cocktail
13. SOUNDBITE (Mandarin) Shirley Huang, customer ++SOUNDBITE STARTS ON PREVIOUS SHOT AND IS PARTIALLY OVERLAID BY SHOT14++
“Today after I came I found there is a cocktail using baijiu as a base, which made me think baijiu is quietly making its way into our lives. We just haven’t noticed. It may not appear as itself, but it re-emerges in new forms, for example as the base of a cocktail.”
14. Various of Zhang finishing off cocktail “Beijing Beijing” and adding ice containing dried fruit
STORYLINE:
At a tasting event in Chongqing people are being introduced to baijiu, a traditional Chinese spirit which manufacturers are trying to rebrand to appeal to a new generation of drinkers.
It's an annual event aiming to promote baijiu which doesn't have the international profile of whiskey or vodka.
Fiery baij... [truncated]
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Video at Youtube: https://www.youtube.com/watch?v=qbQ1PRfXZpo