Chinese liquor makers continue to make hay as demand diversifies

Liquor makers in China have enjoyed a fruitful year, and are now stepping into more upscale markets with increasing brand concentrations, encouraged by higher-end demand and more sophisticated tastes of Chinese consumers.

Hebei Hengshui Laobaigan Liquor Co Ltd, located in Hengshui, Hebei province, is known for producing laobaigan-flavored liquor. While it originally focused on a mid-level market, the company said as a baijiu distiller, it must continually upgrade its products.

With faster work and life pace, Chinese consumers are increasingly looking for healthier options. The company said it hopes to attract more young consumers, the future backbone of its clientele, and cater to their preferences.