White hot cheers for Chinese liquor makers

Workers show the process to make baijiu at the opening ceremony of the 94th China Food and Drinks Fair in Chengdu, Sichuan province. [Photo provided to China Daily]

"The new products targeting young consumers are good attempts to expand the market, and supplement existing products in the white liquor sector well. It is important that white liquor makers should promote responsible drinking among young consumers," said Wang Yancai, director of the China Alcoholic Drinks Association.

Experts said more efforts are needed to make baijiu appealing to young consumers.

Wang Yiyang, a white liquor market expert in central China's Henan province, said research is needed to improve packaging designs and marketing channels. But what matters most is young consumers' preferences for liquor flavors.

"Young consumers do not like products with high alcohol content. They prefer refreshing flavors with low alcohol levels, where pleasant aroma, milder body, smaller pack, and low per-bottle price are key, because within the same budget, they would like to try more varieties," said Wang.

Zhang Shunshui, 29, sales manager with a textile company in Hangzhou, Zhejiang province, said young consumers like him prefer "light and fruity" liquor.