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Baijiu is the most consumed liquor in the world Baijiu, produced from sorghum – a type of grain – has a long history and a unique distilling technique which has been passed down through generations for about 800 years. It is taken as a shot along with food, but using a smaller amount due to the high alcohol content. It has 50-65% alcohol by volume (ABV). In comparison, the ABV in vodka is about 40%.

The pungent, distinctive, and clear-as-mineral water liquid is being introduced in India by a Chinese spirits company, Chongqing Jiangxiaobai Liquor and VBev, an Indian importer of premium wines, whiskies and beer. Chongqing Jiangxiaobai Liquor is one among many Chinese companies that have their own versions of Baijiu.

About 10 billion litres of Baijiu was consumed in China last year, said drinks research firm IWSR, which is equivalent to filling up 4,000 olympic-size swimming pools.

Oriental drinks have been slowly gaining acceptance in India over the last few years. Rising disposable income and increasing exposure to the rest of the world is encouraging Indians to experiment, and go beyond the traditional whiskey, strong beer and rum. South Korea’s Jinro, famous for its distilled spirit soju, entered India through a bottling and distribution deal with alcobev firm Advent Brand House a few years ago.

“We are not a huge brand in China, being just eight years old, but are a hit among the youth who are looking for something different and fresh. Baijiu can be a good addition in this country,” said Zoe Fu, director of international business segment at Chongqing. Chongqing’s Baijiu has ABV at about 40% in China, an effort to attract the youth.

Baijiu is usually available in four flavours – rice, light, strong, and sauce. VBev is bringing the light flavour, with ABV of 40%, which it feels will attract the young.

“We tried this product with bartenders across cities and realised that this product is more suited for cocktail making,” said CEO Sumedh Singh Mandla, adding that the drink will be rolled out in HoReCa (hotels, restaurants and cafes) and upscale outlets in Bengaluru, before launching in New Delhi and Mumbai.

From Times of India

繼日本威士忌和韓國燒酒之后，中國的傳統飲品白酒也正進入印度市場。 

白酒是全世界消費量最大的酒類。它以高粱（一種谷物）為原料，歷史悠久，獨特的蒸餾技術已經傳承了800多年。它用于佐餐，但由于酒精含量較高，因此飲用量較小。其酒精含量（ABV）可達50-65％。相比之下，伏特加酒的ABV約為40％。

中國烈酒公司重慶江小白與印度優質葡萄酒、威士忌及啤酒進口商VBev聯手，向印度引入了這種刺激、獨特、如礦泉水般清澈的飲品。重慶江小白是擁有自身版本白酒的眾多中國公司之一。

根據國際葡萄酒與烈酒市場研究機構IWSR的數據，2018年中國消費了約100億升白酒，相當于填滿4,000個奧林匹克標準的游泳池。

在過去的幾年中，東方酒類在印度已逐漸獲得認可。可支配收入的增加和對世界其他地區接觸的增加正在鼓勵印度人嘗試國外酒品，他們的口味已經超越了傳統的威士忌、濃烈的啤酒和朗姆酒。幾年前，以燒酒聞名的韓國真露（Jinro）公司通過與Advent Brand House公司的裝瓶和經銷協議進入印度。

“我們在中國并不是一個大品牌，只有八年歷史，但在那些尋求與眾不同和新鮮事物的年輕人中很受歡迎。在印度這個國家，白酒可以成為很好的補充。” 江小白國際業務中心總監付鵬說。

白酒通常有四種香型——米香，清香，濃香和醬香。VBev帶來的江小白是清香型風味，酒精含量為40％，目的是吸引年輕消費者。

VBev首席執行官Sumedh Singh Mandla說：“我們請各個城市的調酒師嘗試了江小白，我們認為該產品更適合制作雞尾酒。”他補充說，這種飲品將在酒店、餐廳和咖啡廳以及班加羅爾的高檔商店推出，隨后在新德里和孟買啟動。

文 | 原載于 《印度時報》

作者 | Avik Das

編譯 | 徐菲遠