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China’s Baijiu Producers Target Sober Gen Z with Milder Spirits

In an effort to attract the increasingly health-conscious Gen Z consumers, China’s liquor manufacturers are shifting their focus towards producing milder variants of the traditional strong baijiu. This strategic pivot comes as many distillers face declining sales amid changing drinking habits among younger generations.

Baijiu, a potent distilled liquor that has long been a staple in Chinese culture, is known for its high alcohol content and distinctive taste. However, as more young people opt for lighter beverages or choose to abstain from alcohol altogether, distillers are recognizing the need to adapt their offerings.

By introducing lower-alcohol versions of baijiu, these producers aim to make the spirit more appealing to a demographic that favors moderation and health-conscious choices. This change not only reflects a broader trend in the beverage industry but also highlights the evolving preferences of a generation that is more mindful about their drinking habits.

As manufacturers innovate and experiment with new flavors and lower alcohol levels, they hope to revitalize the baijiu market and secure a place in the hearts of young drinkers who are redefining social drinking norms.

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Source: Original