Latest news with #baijiu
Malay Mail
6 days ago
- Business
- Malay Mail
Shede Aged Baijiu Festival Debuts in Malaysia and Singapore – Fosun Empowers Shede Spirits to Share Its Aroma with the World
Panoramic view of the Shede Aged Baijiu Festival KUALA LUMPUR, MALAYSIA - Media OutReach Newswire - 5 August 2025 -On August 3, the Shede Aged Baijiu Festival was staged in Malaysia, following its successful Singapore edition. Once again, Shede Spirits celebrated baijiu as a cultural bridge to advance its expansion in Southeast Asia, hosting a series of high-profile events to actively promote Chinese baijiu culture on the global guests included Lee Thai Hung, Deputy Director-General of Tourism Malaysia; Datuk Chong Sin Woon, Secretary-General of the Malaysian Chinese Association (MCA); Prof. Dr. Choong Chee Keong, Vice President of Universiti Tunku Abdul Rahman (UTAR); Guo Guangchang, Chairman of Fosun International; Pu Jizhou, Chairman of Shede Spirits; Wu Yifei, Co-Chairman of Shede Spirits; Tang Hui, President of Shede Spirits; Yang Xiao, Chairman of Mix Company; along with representatives from Malaysian business circles, distributors, media, and collectors and aficionados of aged the event, Lee Thai Hung, Deputy Director-General of Tourism Malaysia, lauded Shede Spirits for its role in fostering China–Malaysia cultural exchange and charitable initiatives. He noted that the "Shede Spirit" resonates strongly with Malaysia's vision of integrating culture and tourism, fulfilling social responsibilities, and deepening bilateral friendship. He expressed the hope that more leading Chinese enterprises would join in advancing cooperation between the two Guangchang, Chairman of Fosun International, reaffirmed Fosun's commitment to propelling Shede Spirits and Chinese baijiu culture onto the world stage. He highlighted Shede's recent strides in production capacity and R&D infrastructure, which underpin the brand's long-term growth under its aged-baijiu strategy. Guided by the principle of long-termism, Fosun will continue to support Shede's sustainable development by harnessing both domestic and international platform resources—deepening its footprint in China while accelerating overseas expansion. Guo emphasized Southeast Asia's deep-rooted Chinese communities and natural affinity for baijiu, expressing his hope that Shede will become the most beloved and trusted Chinese baijiu brand in the region. He added that cultural outreach and product innovation would serve as the twin engines driving Shede's future, creating shared success for partners and energizing global market a cornerstone of Shede's international strategy, Southeast Asia holds profound strategic importance. In his keynote, Shede Spirits Chairman Pu Jizhou reflected on the enduring friendship and cultural bonds between China and Malaysia, offering an incisive interpretation of the contemporary significance of the "Shede" philosophy. He noted that Shede hails from Shehong in Suining, Sichuan—Hometown of Baijiu. As Tang poet Du Fu once wrote, "Shehong spring wine stays freshly green despite the chill." Today, a pot of Shede Baijiu, just like the iconic Guanyin Lake with its vast expanse, becomes the signature of the city. With Fosun's support, Shede has rapidly expanded into 40 countries and regions worldwide, achieving both overseas profitability and sustained growth. Pu pledged to deepen Shede's commitment to the Southeast Asian market, forging partnerships with more distributors to weave premium aged baijiu into local lifestyles—transforming the wisdom of Shede into a bridge for global cultural exchange and emotional resonance, and enabling the world to savor the fragrance of Chinese baijiu and the elegance of Chinese evening reached its zenith with a charity auction, as rare bottles of Shede aged baijiu drew spirited bidding from collectors and connoisseurs, with every lot sold. All proceeds were donated to Universiti Tunku Abdul Rahman to support the advancement of Chinese education and academic development in Malaysia—embodying the Shede Spirit through meaningful Fosun's strategic empowerment, Shede Spirits continues to accelerate its global footprint, with products now available in 40 countries and regions. Looking ahead, the brand will further leverage its "Aged Baijiu + Culture" model, exploring new pathways for sustainable overseas growth and joining hands with partners worldwide to champion Chinese baijiu culture—crafting a better life for families across the #ShedeSpirits The issuer is solely responsible for the content of this announcement.
Associated Press
6 days ago
- Business
- Associated Press
Shede Aged Baijiu Festival Debuts in Malaysia and Singapore – Fosun Empowers Shede Spirits to Share Its Aroma with the World
KUALA LUMPUR, MALAYSIA - Media OutReach Newswire - 5 August 2025 - On August 3, the Shede Aged Baijiu Festival was staged in Malaysia, following its successful Singapore edition. Once again, Shede Spirits celebrated baijiu as a cultural bridge to advance its expansion in Southeast Asia, hosting a series of high-profile events to actively promote Chinese baijiu culture on the global stage. Panoramic view of the Shede Aged Baijiu Festival Distinguished guests included Lee Thai Hung, Deputy Director-General of Tourism Malaysia; Datuk Chong Sin Woon, Secretary-General of the Malaysian Chinese Association (MCA); Prof. Dr. Choong Chee Keong, Vice President of Universiti Tunku Abdul Rahman (UTAR); Guo Guangchang, Chairman of Fosun International; Pu Jizhou, Chairman of Shede Spirits; Wu Yifei, Co-Chairman of Shede Spirits; Tang Hui, President of Shede Spirits; Yang Xiao, Chairman of Mix Company; along with representatives from Malaysian business circles, distributors, media, and collectors and aficionados of aged baijiu. At the event, Lee Thai Hung, Deputy Director-General of Tourism Malaysia, lauded Shede Spirits for its role in fostering China–Malaysia cultural exchange and charitable initiatives. He noted that the 'Shede Spirit' resonates strongly with Malaysia's vision of integrating culture and tourism, fulfilling social responsibilities, and deepening bilateral friendship. He expressed the hope that more leading Chinese enterprises would join in advancing cooperation between the two nations. Guo Guangchang, Chairman of Fosun International, reaffirmed Fosun's commitment to propelling Shede Spirits and Chinese baijiu culture onto the world stage. He highlighted Shede's recent strides in production capacity and R&D infrastructure, which underpin the brand's long-term growth under its aged-baijiu strategy. Guided by the principle of long-termism, Fosun will continue to support Shede's sustainable development by harnessing both domestic and international platform resources—deepening its footprint in China while accelerating overseas expansion. Guo emphasized Southeast Asia's deep-rooted Chinese communities and natural affinity for baijiu, expressing his hope that Shede will become the most beloved and trusted Chinese baijiu brand in the region. He added that cultural outreach and product innovation would serve as the twin engines driving Shede's future, creating shared success for partners and energizing global market growth. As a cornerstone of Shede's international strategy, Southeast Asia holds profound strategic importance. In his keynote, Shede Spirits Chairman Pu Jizhou reflected on the enduring friendship and cultural bonds between China and Malaysia, offering an incisive interpretation of the contemporary significance of the 'Shede' philosophy. He noted that Shede hails from Shehong in Suining, Sichuan—Hometown of Baijiu. As Tang poet Du Fu once wrote, 'Shehong spring wine stays freshly green despite the chill.' Today, a pot of Shede Baijiu, just like the iconic Guanyin Lake with its vast expanse, becomes the signature of the city. With Fosun's support, Shede has rapidly expanded into 40 countries and regions worldwide, achieving both overseas profitability and sustained growth. Pu pledged to deepen Shede's commitment to the Southeast Asian market, forging partnerships with more distributors to weave premium aged baijiu into local lifestyles—transforming the wisdom of Shede into a bridge for global cultural exchange and emotional resonance, and enabling the world to savor the fragrance of Chinese baijiu and the elegance of Chinese culture. The evening reached its zenith with a charity auction, as rare bottles of Shede aged baijiu drew spirited bidding from collectors and connoisseurs, with every lot sold. All proceeds were donated to Universiti Tunku Abdul Rahman to support the advancement of Chinese education and academic development in Malaysia—embodying the Shede Spirit through meaningful action. With Fosun's strategic empowerment, Shede Spirits continues to accelerate its global footprint, with products now available in 40 countries and regions. Looking ahead, the brand will further leverage its 'Aged Baijiu + Culture' model, exploring new pathways for sustainable overseas growth and joining hands with partners worldwide to champion Chinese baijiu culture—crafting a better life for families across the globe. Hashtag: #ShedeSpirits The issuer is solely responsible for the content of this announcement.
South China Morning Post
02-08-2025
- Entertainment
- South China Morning Post
Baijiu ice cream? Chinese drinks makers target Gen Z as alcohol sales drop
Long associated with business dinners, the fiery Chinese spirit baijiu is being reshaped to appeal to younger generations as its makers adapt to changing times. Distilled mostly from sorghum, the clear but pungent spirit contains as much as 60 per cent alcohol. It is the usual choice for toasts of gan bei, the Chinese expression for bottoms up, and raucous drinking games. Jim Boyce, a Canadian writer and wine expert, founded World Baijiu Day a decade ago. The annual event aims to promote the traditional spirit, which is far less known internationally than whiskey or vodka. Canadian writer and wine expert Jim Boyce founded World Baijiu Day. Photo: AP Moutai, a kind of baijiu made in mountainous Guizhou province in southwestern China, is known as the country's national spirit. Perhaps its biggest endorsement came in April 1974, when US Secretary of State Henry Kissinger banqueted in New York with Deng Xiaoping, who would later become China's top leader. 'I think if we drink enough Moutai, we can solve anything,' Kissinger said. 'Then, when I return to China, we must take steps to increase our production of it,' Deng replied, according to an archived document from the US State Department's Office of the Historian.
CTV News
01-08-2025
- Business
- CTV News
China's fiery baijiu spirit evolves to attract younger drinkers
A worker shows the Green Plum Liqueur, a mix handcrafted single sorghum baijiu with plum juice to reporters during a media organized tour at Jiangxiaobai Liquor Co.'s Jiangji Distillery in southwestern China's Chongqing on May 19, 2025. (AP Photo/Andy Wong) BEIJING (AP) — The centuries-old fiery Chinese spirit baijiu, long associated with business dinners, is being reshaped to appeal to younger generations as its makers adapt to changing times. Mostly distilled from sorghum, the clear but pungent liquor contains as much as 60% alcohol. It's the usual choice for toasts of 'gan bei,' the Chinese expression for bottoms up, and raucous drinking games. 'If you like to drink spirits and you've never had baijiu, it's kind of like eating noodles but you've never had spaghetti,' said Jim Boyce, a Canadian writer and wine expert who founded World Baijiu Day a decade ago. The annual event aims to promote the traditional liquor, which is far less known internationally than whiskey or vodka. Moutai, a kind of baijiu made in mountainous Guizhou province in southwestern China, is known as the country's 'national liquor.' Perhaps its biggest endorsement came in 1974, when U.S. Secretary of State Henry Kissinger banqueted with Deng Xiaoping, who would later become China's top leader. 'I think if we drink enough Moutai, we can solve anything,' Kissinger said. 'Then, when I return to China, we must take steps to increase our production of it,' Deng replied, according to an archived document from the U.S. State Department's Office of the Historian. Price fluctuations of Feitian Moutai, the liquor's most famous brand, serve as a barometer for China's baijiu market. This year, its price has dropped by 36% after four consecutive years of decline, according a report by the China Alcoholic Drinks Association. The report forecast China's baijiu production will likely fall for the eighth straight year in 2025. Baijiu consumption has dropped as people spend more cautiously, cutting back on banquets and drinking due to a weaker economy. Perennial anti-corruption campaigns by the ruling Communist Party targeting lavish official dinners have taken a harsh toll. In May, the party issued new rules banning cigarettes and alcohol during work meals. China's drinking culture is evolving, with younger people keen to protect their health and less inclined to overindulge or be bound by rigid social conventions. Faced with far more choices, they might instead opt for whiskey, wine or non-alcoholic alternatives. 'There is an old saying in China: 'No banquet is complete without alcohol.' It means in the past, without alcohol there is no social lubricant,' 30-year-old Chi Bo said while having cocktails with friends in Beijing's chic Sanlitun area. 'People no longer want to drink alcohol or tend to drink less but they can still sit together and even discuss serious affairs,' Chi said. 'Most of the people don't want to drink alcohol unless they have to.' Baijiu makers are responding with creative innovations like baijiu-flavored ice cream. Kweichou Moutai partnered with China's Luckin' Coffee last year to introduce a Moutai-flavored latte that reportedly sells 5 million cups a day across China. Bartenders also are designing cocktails using a baijiu base. 'There are so many choices right now,' Boyce said. 'It's just about fighting for attention in terms of choice.' Jiangxiaobai, a newer brand made in southwestern China's Chongqing, has targeted young consumers from the beginning. It offers fruit-infused baijiu with an alcohol content below 10%, packaged in smaller, more affordable bottles adorned with philosophical or sentimental phrases meant to resonate with Chinese youth such as, 'Unspoken words. In my eyes, in drafts, in dreams, or downed in a drink.' 'Our promotion of products combines the culture and lifestyle young people advocate,' Jiangxiaobai marketing director Fan Li said. 'From our products to our branding, it's a process of embracing the younger generation.' Shirley Huang, out with friends on a Friday night in Sanlitun, said she had never touched baijiu at age 27, preferring cocktails. But that night, something new on the menu caught her attention: a baijiu-based cocktail. 'Baijiu is quietly making its way into our lives. We just haven't noticed,' she said 'It may not appear as itself, but it reemerges in new forms.' ___ Associated Press video producers Olivia Zhang and Wayne Zhang in Beijing contributed to this report. The Associated Press
Yahoo
01-08-2025
- Business
- Yahoo
China's fiery baijiu spirit evolves to attract younger drinkers
BEIJING (AP) — The centuries-old fiery Chinese spirit baijiu, long associated with business dinners, is being reshaped to appeal to younger generations as its makers adapt to changing times. Mostly distilled from sorghum, the clear but pungent liquor contains as much as 60% alcohol. It's the usual choice for toasts of 'gan bei,' the Chinese expression for bottoms up, and raucous drinking games. 'If you like to drink spirits and you've never had baijiu, it's kind of like eating noodles but you've never had spaghetti,' said Jim Boyce, a Canadian writer and wine expert who founded World Baijiu Day a decade ago. The annual event aims to promote the traditional liquor, which is far less known internationally than whiskey or vodka. Moutai, a kind of baijiu made in mountainous Guizhou province in southwestern China, is known as the country's 'national liquor.' Perhaps its biggest endorsement came in 1974, when U.S. Secretary of State Henry Kissinger banqueted with Deng Xiaoping, who would later become China's top leader. 'I think if we drink enough Moutai, we can solve anything," Kissinger said. 'Then, when I return to China, we must take steps to increase our production of it,' Deng replied, according to an archived document from the U.S. State Department's Office of the Historian. Price fluctuations of Feitian Moutai, the liquor's most famous brand, serve as a barometer for China's baijiu market. This year, its price has dropped by 36% after four consecutive years of decline, according a report by the China Alcoholic Drinks Association. The report forecast China's baijiu production will likely fall for the eighth straight year in 2025. Baijiu consumption has dropped as people spend more cautiously, cutting back on banquets and drinking due to a weaker economy. Perennial anti-corruption campaigns by the ruling Communist Party targeting lavish official dinners have taken a harsh toll. In May, the party issued new rules banning cigarettes and alcohol during work meals. China's drinking culture is evolving, with younger people keen to protect their health and less inclined to overindulge or be bound by rigid social conventions. Faced with far more choices, they might instead opt for whiskey, wine or non-alcoholic alternatives. 'There is an old saying in China: 'No banquet is complete without alcohol.' It means in the past, without alcohol there is no social lubricant,' 30-year-old Chi Bo said while having cocktails with friends in Beijing's chic Sanlitun area. 'People no longer want to drink alcohol or tend to drink less but they can still sit together and even discuss serious affairs,' Chi said. 'Most of the people don't want to drink alcohol unless they have to.' Baijiu makers are responding with creative innovations like baijiu-flavored ice cream. Kweichou Moutai partnered with China's Luckin' Coffee last year to introduce a Moutai-flavored latte that reportedly sells 5 million cups a day across China. Bartenders also are designing cocktails using a baijiu base. 'There are so many choices right now,' Boyce said. 'It's just about fighting for attention in terms of choice.' Jiangxiaobai, a newer brand made in southwestern China's Chongqing, has targeted young consumers from the beginning. It offers fruit-infused baijiu with an alcohol content below 10%, packaged in smaller, more affordable bottles adorned with philosophical or sentimental phrases meant to resonate with Chinese youth such as, 'Unspoken words. In my eyes, in drafts, in dreams, or downed in a drink.' 'Our promotion of products combines the culture and lifestyle young people advocate," Jiangxiaobai marketing director Fan Li said. "From our products to our branding, it's a process of embracing the younger generation." Shirley Huang, out with friends on a Friday night in Sanlitun, said she had never touched baijiu at age 27, preferring cocktails. But that night, something new on the menu caught her attention: a baijiu-based cocktail. 'Baijiu is quietly making its way into our lives. We just haven't noticed,' she said 'It may not appear as itself, but it reemerges in new forms.' ___ Associated Press video producers Olivia Zhang and Wayne Zhang in Beijing contributed to this report. The Associated Press Error while retrieving data Sign in to access your portfolio Error while retrieving data Error while retrieving data Error while retrieving data Error while retrieving data
