Bringing baijiu to young people

In recent years, Jiangxiaobai has been known for prioritizing the younger market, with the company's brand image continually updated to attract young customers.

The brand has also made continued efforts to make Chinese baijiu culture more accessible and more relevant to today.

Jiangxiaobai recently worked with the international brand Sprite to launch a range of products.

"Mixing Sprite into different wines and liquors is a popular trend among the younger generation now, so I believe this partnership will draw more people's attention to baijiu," Liu said.

Although cross-border marketing is common for Chinese brands, the deal highlights a current trend in the drinks industry: customizing products to acknowledge how target groups are consuming, Beijing Business Today said.

Besides, the baijiu manufacturer has long eyed the overseas market.

Based on research on global whisky and vodka trends, the company incorporated into its products elements recognizing the drinking habits of foreign consumers.

Jiangxiaobai products have since 2017 been exported to South Korea, Germany, France and Australia and another 20 countries, winning international awards, such as the International Wine and Spirit Competition, considered among the most prestigious of its kind.