Infusing soul into nation's spirit

Founder Tao uses loneliness to reimagine baijiu brand Jiangxiaobai's market positioning

Jiangxiaobai is a young baijiu brand but the Chinese spirit label is no stranger to the country's youth as it sponsors music festivals, cultural fairs, street dance competitions or big-ticket shindigs.

The brand's mascot, a young, dynamic and fashionable short-haired boy, exudes the rebel spirit. But Tao Shiquan, founder of the distiller, hardly looks the part, attired as he is in casuals (a plain Polo shirt and blue denim jeans). As if to accentuate the contrast, his demeanor is one of a simple, straightforward guy.