White hot cheers

Younger consumers get heady on new packaged versions of Chinese liquor baijiu

Young and middle-aged Chinese consumers are taking a shine to Chinese white liquor called baijiu anew, thanks to innovative marketing and packaging strategies of alcoholic drink makers.

Sun Bowen, 48, a Shanghai-based beverage wholesaler, saw evidence of the trend when he visited the 94th China Food and Drinks Fair in Chengdu on March 24. He was impressed by the fashionable designs of packaging material and containers for Chinese white liquor products on display.