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In 2025, China’s baijiu industry reached two strategic turning points. The Ministry of Industry and Information Technology recognized “l(fā)iquor brewing” as a “historical classic industry,” placing it alongside silk, porcelain, and traditional Chinese medicine. This shifted the sector from a “restricted industry” to a strategic carrier of Chinese civilization. At the same time, plans to establish an “international terminology system for baijiu” signaled a shift from exporting products to promoting cultural and standards recognition.

These developments outline a clear strategy: baijiu must strengthen its intrinsic value as a “historical classic,” use “international terminology” to enhance global understanding, and build a sustainable consumption ecosystem to evolve from a “Chinese specialty” into a “new global spirits paradigm.”

Inward Development: Reinforcing Value Through Historical Legacy
The “historical classic” designation requires a fundamental shift in perception—from viewing baijiu merely as an alcoholic beverage to appreciating its cultural, technological, and industrial dimensions.

• Cultural Elevation: Move from fragmented storytelling to systematic narratives. Baijiu’s value lies in its living cultural heritage. Initiatives like compiling The Chinese Baijiu Historical Classics Series and integrating production techniques into intangible cultural heritage systems can transform abstract culture into tangible experiences.

• Technology Integration: Modernize traditional practices through smart brewing, IoT-based fermentation monitoring, and green production methods. Research on microbial mechanisms and aging processes can turn artisanal skills into data-driven flavor design.

• Industrial Collaboration: Foster cluster-based development (e.g., Jiangxiang-style in Sichuan, Nongxiang-style in Jianghuai) and promote integration with tourism, cultural creativity, and wellness.

Outward Expansion: Building Global Recognition with Standardized Terminology
The lack of accurate terminology remains a major barrier. Misconceptions like describing baijiu as “Chinese whiskey” or associating “Jiangxiang” with “soy sauce flavor” undermine its image.

• Principles for Terminology: Balance cultural authenticity with international adaptability. Standardize definitions, adapt sensory descriptions (e.g., “mellow and smooth” instead of literal translations), and tailor messaging for labels, academic exchanges, and marketing.

• Implementation: Develop a Baijiu International Terminology Guide, enforce standardized terms on packaging and digital platforms, and incorporate baijiu into international certification programs like WSET.

• Narrative Shift: Replace “mysterious Eastern” appeals with relatable stories. Highlight production differences (e.g., solid-state fermentation) and align with local consumption habits, such as pairing baijiu with food or cocktails.

Bridging Strategy: Cultivating a Sustainable Consumption Ecosystem
To connect internal upgrades with external outreach, baijiu must address structural challenges like crowded premium markets and shrinking mass appeal.

• Product Tiering: Offer aged and limited editions for premium segments, and low-alcohol, small-bottle options for younger and international consumers.

• Scenario Expansion: Diversify beyond business banquets to include casual gatherings, self-enjoyment, and cultural experiences. Adapt to overseas contexts, such as baijiu cocktails in Western markets or chilled servings in Southeast Asia.

• Audience Engagement: Use co-branding with cultural IPs and social media campaigns to engage Generation Z. Collaborate with global influencers to demystify baijiu and present it as a trendy choice.

The Long-Term Vision
Baijiu’s global rise requires persistence. By anchoring in historical legacy and speaking a universal language, it can transition from a national spirit to a globally appreciated category—where terms like “Jiangxiang” and “gou tiao” are rightly understood as marks of craftsmanship and complexity.