Baijiu manufacturer eyes overseas success

Chinese liquor brand Jiangxiaobai aims to sell its small-bottled baijiu abroad, particularly in India, Myanmar and Singapore, in the latter part of this year, said the founder of the company.

Jiangxiaobai is a relatively young baijiu brand that started in 2012 in Chongqing. Unlike most baijiu products in the market, Jiangxiaobai's bottles tend to be cheaper and smaller, usually 100ml and with a lower alcohol content.

"It is hard for Chinese liquor to go abroad, and even if it does, it is mostly sold in Chinatowns or Chinese restaurants," said Tao Shiquan, founder of Jiangxiaobai. "But in reverse we can see a growing expansion of the popularity of whisky and vodka in China. Why? Because baijiu products don't fuse with the foreign liquor drinking culture."