Meet the world's best-selling spirit
Baijiu (bye-j'yo) — "white liquor" — is China's national spirit: a category as old as Chinese civilization itself, and as varied as whisky, rum and tequila combined.
What is baijiu?
Baijiu is a distilled spirit made from grain — most commonly sorghum, often blended with wheat, rice, corn or millet. It has been distilled in China for at least a thousand years, and its production traditions stretch back four millennia.
Alcohol content ranges from roughly 40% to 60% by volume. The defining feature of baijiu is not its strength, but its aroma — a dense, layered fragrance produced by a fermentation method unlike any other spirit in the world.
Pronunciation: bye-j'yo. In Mandarin it means "white liquor" — clear, honest, and unaged in wood.
A living tradition
- The oldest continuously operating distilleries on earth are Chinese — Luzhou Laojiao has run since 1573.
- Baijiu is served at every major Chinese occasion: weddings, banquets, business deals, festivals.
- It outsells whisky, vodka, gin and rum combined — yet remains undiscovered beyond China.
- Today a new generation of distillers and exporters is carrying it across borders.
Solid-state distillation
Baijiu's single greatest difference from every famous Western spirit.
Western spirits · liquid-state
Whisky, rum, vodka and brandy dissolve sugars in water and ferment that liquid, then distill it — usually in efficient column stills.
Result: a cleaner, more controlled profile, with far fewer aroma compounds per liter of spirit.
Four aroma families
Chinese drinkers classify baijiu by aroma, the way wine lovers talk about terroir. These four families cover the classics.
Sauce Aroma
Savory, soy-like, deeply layered. The style of Moutai and Guizhou — the 'caviar' of baijiu.
Strong Aroma
Bold, fruity and floral — the most popular family, home to Wuliangye, Luzhou Laojiao and Guoyuan.
Light Aroma
Clean, crisp and elegant — the style of Fenjiu in Shanxi, a great entry point for new drinkers.
Rice Aroma
Soft, sweet and fragrant — southern baijiu from rice, the gentlest family of all.
Beyond the four classics lies the blended aroma (Jianxiang) of Kouzijiao — a house style that weaves sauce and strong aromas into one harmonious bottle.
How to drink it
- Pour a small glass — traditionally a tiny cup, about 25ml. Baijiu is sipped, not slammed.
- Swirl gently and breathe: the aroma is the main event. Take your time with it.
- Sip at room temperature or slightly chilled. Let a little air open it up.
- Pair with food — baijiu is made for the table, from Sichuan spice to Cantonese roast.
- Try it in a cocktail: it brings savoury depth no other spirit offers.
First sip? Go easy, go curious
The first sip of baijiu surprises most Western drinkers — it has nothing to hide behind. Give it three sips. The first is curiosity, the second is understanding, and the third is usually the moment people start asking questions.