# Global Baijiu Market Report
According to a new report from Intel Market Research, the global Baijiu market was valued at USD 89.87 billion in 2025 and is projected to reach USD 112.61 billion by 2032, growing at a CAGR of 3.4% during the forecast period (2025β2032). This growth is attributed to the increasing consumption of Baijiu in traditional Chinese ceremonies, rising disposable income in Asia-Pacific, and growing popularity of Chinese cuisine worldwide.
Baijiu, also known as shaojiu or archaically as sorghum wine, is a Chinese alcoholic beverage made from grain. Baijiu literally translated means white alcohol or liquor, and is a strong distilled spirit, generally between 40 and 60% alcohol by volume (ABV). Baijiu is a clear liquid usually distilled from fermented sorghum, although other grains may be used; southern Chinese versions may employ glutinous rice, while northern Chinese varieties may use wheat, barley, millet, or even Job's tears instead of sorghum. The jiuqu starter culture used in the production of baijiu mash is usually made of pulverized wheat grains.
In China, Baijiu key players include Yanghe Brewery, Luzhou Laojiao, Shunxin Holdings, etc. The top three manufacturers hold a share over 3%.
South West is the largest production area, with a share about 30%, followed by East China, and Central China, both have a share over 30%. In terms of product, Thick-flavor is the largest segment, with a share over 50%. And in terms of application, the largest application is Family dinner, followed by Government reception, etc.
The global Baijiu market has been steadily growing, driven by increasing disposable incomes in emerging economies, the cultural significance of Baijiu in Chinese traditions, and growing interest in Asian spirits globally. However, the market faces challenges such as changing consumer preferences toward healthier lifestyles and regulatory restrictions on alcohol advertising in some regions.
We have surveyed the Baijiu manufacturers, suppliers, distributors, and industry experts on this industry, involving the sales, revenue, demand, price change, product type, recent development and plan, industry trends, drivers, challenges, obstacles, and potential risks.
By Type
Thick-flavor: The largest segment, known for its strong aroma and complex flavor profile
Sauce-flavor: Characterized by a saucelike aroma with a long-lasting finish
Light-flavor: Lighter and milder than other types, popular among new consumers
Others: Includes various regional specialties and innovative blends
By Application
Family Dinner: Traditional consumption during family gatherings and celebrations
Friends Gathering: Social drinking with friends in restaurants and bars
Business Entertainment: Business meetings, negotiations, and corporate events
Others: Includes religious ceremonies, cultural festivals, and official receptions
The Asia-Pacific region dominates the global Baijiu market, accounting for over 95% of both production and consumption. China is the undisputed leader, with its large population and deep cultural connection to Baijiu. Other Asian countries like Japan, South Korea, and Vietnam are also significant markets due to cultural similarities and geographical proximity.
North America and Europe are emerging markets for Baijiu, driven by growing Asian diaspora populations and increasing interest in Asian cuisines and cultures. Latin America and Middle East & Africa show potential for future growth as disposable incomes rise.
The global Baijiu market is highly competitive with several key players:
Moutai: The premium brand known for its high-quality sauce-flavor Baijiu
Wuliangye: One of the largest producers with diverse product portfolio
Yanghe: Strong presence in both domestic and international markets
Fenjiu: Specializes in light-flavor Baijiu with strong regional presence
Luzhou Laojiao: Known for its traditional thick-flavor Baijiu
Daohuaxiang: Focuses on premium and super-premium segments
Other notable players include Langjiu Group, Gujing Group, Shunxin Holdings, Baiyunbian Group, Xifeng Liquor, Hetao Group, Yingjia Group, Kouzi Liquor, Guojing Group, King's Luck, Jingzhi Liquor, Red Star, Laobaigan, JNC Group, Golden Seed Winery, Yilite, Huzhu Highland, Jinhui Liquor, Weiwei Group, Tuopai Shede, Xiangjiao Winery, Shanzhuang Group, Taishan Liquor, Gubeichun Group, and many others.
Growing disposable income in emerging economies, particularly in Asia-Pacific
Increasing popularity of Asian cuisine and culture globally
Rising number of Chinese restaurants and Asian fusion restaurants worldwide
Growth in tourism to China and neighboring countries
Product innovation and premiumization in the Baijiu segment
Stringent regulations on alcohol advertising and marketing in many countries
Increasing health consciousness among consumers, reducing alcohol consumption
High taxation on alcoholic beverages in many markets
Competition from other alcoholic beverages like wine, beer, and whiskey
Cultural barriers in non-Asian markets where Baijiu is less familiar
The global Baijiu market is expected to continue growing at a moderate pace. Key trends include:
Premiumization: Consumers trading up to higher-quality and premium-priced Baijiu
Flavor innovation: Introduction of new flavors and blends to attract younger consumers
Sustainability: Growing focus on sustainable production and packaging
E-commerce: Increasing online sales of Baijiu, especially through cross-border e-commerce
Market expansion: Growing popularity in non-traditional markets like North America and Europe
The Baijiu market represents a unique segment of the global alcoholic beverages industry, deeply rooted in Chinese culture but increasingly gaining international recognition. While the market faces challenges from health trends and regulatory pressures, its deep cultural roots and the rising popularity of Asian cuisine worldwide provide a solid foundation for continued growth. Manufacturers are focusing on premiumization, flavor innovation, and sustainability to drive future growth.
For more detailed insights, download the full report:
Download Sample Report: Baijiu Market Report
Intel Market Research is a leading provider of strategic intelligence, offering actionable insights in food and beverage, consumer goods, and beverage industry analysis. Our research capabilities include:
Market sizing and forecasting for alcoholic and non-alcoholic beverages
Competitive analysis of beverage manufacturers globally
Consumer behavior analysis and trend tracking
Supply chain and distribution channel analysis
Regulatory and policy impact assessment
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