Globalizing the Chinese spirit

Now that the business of baijiu, the Chinese intoxicating drink, is looking to expand beyond Asia, industry experts note there are still some notable obstacles on its way to success.

1. Branding. Because the white spirit is a traditional drink strongly embedded in China's history, baijiu producers have only opted for conservative designs that are attractive to local consumers.

Industry experts note that most foreigners find it extremely difficult to pronounce and remember the names of China's main brands, requiring producers to come up with more international names if they want to crack foreign markets.