(1 Aug 2025)
ASSOCIATED PRESS
Chongqing, China – 17 May 2025
1. Close of baijiu being poured
2. Close of a taster sipping baijiu
3. Wide of a tasting event
4. Taster on stage introducing baijiu
5. Various of people mixing sorghum with “Qu”, a kind of yeast that converts starch into sugar
6. Close of steamed sorghum
7. Various of wine makers putting lid on a cauldron to steam sorghum
8. Wide of baijiu workshop
9. Various of fermentation in subterranean pits
10. Tilt of a distiller
11. Close of baijiu from a distiller
ASSOCIATED PRESS
Beijing, China – 13 June 2025
12. SOUNDBITE (English) Jim Boyce, a Canadian writer and wine expert
“Most of people outside China have never even heard about baijiu. So they haven’t heard of it, they haven’t tried it and this spirit is more production than gin, than vodka than whiskey. So for me, it’s crazy if you like to drink spirits and you’ve never had baijiu, it’s kind of like you like eating noodles, you’ve never had spaghetti.”
ASSOCIATED PRESS
Beijing, China – 28 July 2025
13. Tilt down of a model of a moutai bottle
14. Wide of entrance to Kweichow Moutai shop
15. Various of Kwichow Moutai products on display
ASSOCIATED PRESS
Beijing, China – 13 June 2025
16. Various of customers in a bar
17. Close of a cocktail glass
18. SOUNDBITE (Mandarin) Chi Bo, customer at a bar
“There is an old saying in China that ‘no banquet is complete without alcohol.’ It meant in the past, that without alcohol there was no social lubricant. But nowadays, most of the time people don’t drink alcohol. Like the people around me, they don’t like drinking baijiu or they tend to drink less but they can still sit together and even discuss serious subjects.”
19. Wide of customers sitting at tables
20. Close of Salina eating a dessert
21. Wide of customers chatting
22. SOUNDBITE (Mandarin) Salina (last name not available), customer
“I’m not old enough (to drink baijiu) and we have few business events. We are more casual and we want to try different kinds of alcohol. Now every type of alcohol (manufacturer) is making innovations. Be it baijiu, beer, or cocktails, each type is trying to make new products.”
23. Various of the cocktail bar
24. Various of a bartender making a cocktail
25. SOUNDBITE (English) Jim Boyce, a Canadian writer and wine expert
“There’s so much choice right now baijiu has to fight for attention. So now we see more RTDs, ready-to-drink baijiu, like cocktail in a can. We see more baijiu cocktails. We see lower alcohol. We see infusions with bamboo or cinnamon. We see the baijiu companies trying to find out “how do we appeal to the consumers who have one thousand choices?” Really it’s a problem not just baijiu has. Every alcohol has this problem of getting consumer attention.”
ASSOCIATED PRESS
Chongqing, China – 17 May 2025
26. Various of Jiangxiaobai baijiu bottles on display
27. SOUNDBITE (Mandarin) Fan Li, Jiangxiaobai’s marketing director
“Our promotion of products combines the culture and lifestyle young people advocate. From our products to our branding, it’s a process of embracing the younger generation.”
ASSOCIATED PRESS
Beijing, China – 13 June 2025
28. Bottles and mixer on a shelf in a bar
29. Bartender Allen Zhang describing his cocktail Beijing Beijing UPSOUND (Mandarin) Allen Zhang, bartender: “I name this cocktail ‘Beijing Beijing’. It uses a light-aroma baijiu as base. It contains 38% alcohol. Then there is a pear-flavoured vodka and some self-made osmanthus-scented Oolong tea.”
30. Various of Zhang making cocktail
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