Baijiu producers look to make splash overseas

The demand for baijiu internationally is very low. China exported fewer than 14 million liters in 2013, which is around 1 percent of the amount consumed domestically. But that hasn't stopped some producers from trying to make a bigger splash overseas.

A place designed to raise the capital's spirits

Shuijingfang, a baijiu produced in Sichuan, is available in 21 regions and countries, and international sales make up more than 10 percent of the company's total sales. "Getting recognition from foreigners is indeed a task for the internationalization of baijiu," the company says in a news release.

"But it doesn't mean that there are insurmountable obstacles. Just like foreign liquor has become a part of nightlife culture in China, Chinese baijiu can make breakthrough if we develop the culture behind baijiu."

Song says drinking the liquor is a part of Chinese culture, and people are more likely to open up to friends and family when they share a bottle of good baijiu. "There is a whole set of rituals and orders around bajiu drinking, such as respecting the guest and the older members of the family," says Song, a national-level baijiu maker and judge.

China has many different kinds of baijiu, made from ingredients such as rice, sorghum and sweet potato. "It would be unfair if you just tried one or a few different kinds of baijiu, and then said all baijiu is not good," Boyce says.

He says baijiu producers should organize tastings to introduce people to the different types, so they can find kinds they like.

In June 2013, Boyce and Korean Master of Wine Jeannie Cho Lee were invited to a baijiu tasting in Shanghai with Derek Sandhaus, the American author of the book, Baijiu: The Essential Guide to Chinese Spirits. In the book, Sandhaus profiles nearly 100 different kinds of baijiu.

"A little baijiu makes you happy, Boyce says. "And happiness can make you live longer."