Baijiu makes its way West, heating up a spirits turf war with China
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![Baijiu makes its way West, heating up a spirits turf war with China](https://images.fastcompany.com/image/upload/w_1280,q_auto,f_auto,fl_lossy/wp-cms-2/2024/06/p-91146887-baijiu.jpg)
Chinese companies’ moves to push baijiu outside of China come as Western drinks like Pernod Ricard and Diageo muscle in on Chinese liquor makers’ turf, tempting China’s twenty- and thirtysomethings with Irish and Scotch whiskies in particular.
Makers of the Chinese liquor baijiu are reformulating the fiery grain liquid to appeal to a wider client base, including cocktail drinkers in New York, Los Angeles, and London, as sales at home slow.