Guizhou baijiu crafts cultural flavor and global fame

The 14th China (Guizhou) International Alcoholic Beverages Expo. [Photo/ddcpc website]

Why has baijiu become one of Guizhou's most iconic "fragrant" signatures? The 14th China (Guizhou) International Alcoholic Beverages Expo, held in Guiyang on Sept 9, shared the region's rich liquor culture with the world. The expo drew over 1,000 exhibitors from more than 40 countries and regions, displaying over 20,000 alcohol products.

For the first time, the event introduced themed zones such as the Fine Wine Lifestyle Pavilion, Intangible Cultural Heritage Liquor Exhibition, and Vintage Wine Auction, highlighting the diversity and cultural depth of China's alcohol industry. Beyond selling products, Guizhou is transforming its baijiu industry into a lifestyle experience.

The liquor warehouses in Guizhou. [Photo/ddcpc website]

Despite producing less than 10 percent of China's total baijiu, Guizhou generates over 30 percent of the industry's profits and tax revenue, with exports accounting for more than 70 percent of the nation's baijiu shipments.

Guizhou's success rests on several pillars: stringent quality control ensures consumers enjoy safe, premium liquor, while a robust brand matrix led by Moutai offers diverse choices centered on sauce-flavored baijiu.

Integration of alcohol with tourism and culture allows visitors to experience the lifestyle behind the spirits; and innovative marketing through online platforms like JD, Taobao, Douyin, and Meituan brings convenience and interactivity to consumers.

These efforts have allowed Guizhou baijiu to evolve from a mere product into a cultural and lifestyle symbol – an aromatic ambassador of the province known worldwide for its quality, history, and innovation.