Baijiu Education — CNS Imports

WHAT IS BAIJIU

Not just a spirit —
a cultural institution.

Baijiu (白酒, literally "white liquor") is China's national spirit and the world's most consumed distilled beverage by volume. With over 2,000 years of documented history, it predates Scotch whisky, cognac, and every other major spirit category on earth.

Produced primarily from fermented sorghum, baijiu is distilled in ancient underground pits called jiàopits, which harbor unique microbial communities that develop over centuries. The oldest active fermentation pits in China date back to the Ming dynasty.

There are five major recognized flavor profiles: sauce (jiang), strong (nong), light (qing), rice, and mixed aromas. Each has its own distinct character, production region, and cultural significance. Far from a monolith, baijiu is as varied as wine, and just as rich with terroir, tradition, and craft.

AT THE TABLE

More than a toast.

In Chinese tradition, sharing baijiu at the table is far more than a toast — it is an expression of trust, gratitude, and connection. From state banquets to family dinners, toasting with baijiu has sealed partnerships and celebrated milestones for generations. Understanding this context is essential for any importer, distributor, or retailer who wants to serve the Chinese-American community, as well as the growing number of Americans who are discovering it for the first time.

FLAVOR PROFILES

Five styles. One tradition.

Sauce (Jiang) Aroma

The most prestigious style. Complex, savory, and aged, often described as having notes of soy, dried fruit, and roasted grain. Kweichow Moutai is the most famous example.

Key brand: Moutai / 茅台

Strong (Nong) Aroma

The most widely produced style in China. Rich, sweet, and bold with layers of fruit and spice, typically made in Sichuan Province using centuries-old mud pits.

Key brands: 五粮液、泸州老窖、水井坊

Light (Qing) Aroma

Crisp and clean, with a delicate floral character and a mild sweetness. The subtlest of the major styles, often the best entry point for new drinkers.

Key brand: 牛栏山二锅头

Rice Aroma

The mildest style, made from rice rather than sorghum. Lighter in body with a clean, slightly sweet finish. Popular throughout southern China and among first-time baijiu drinkers.

Regional specialty of Guangdong Province.

Mixed / Other Aromas

A growing category of unique regional styles that blend characteristics of multiple profiles. Includes layered, sesame, and medicine aromas — each with its own distinctive identity.

Emerging category with increasing U.S. interest.

CNS BAIJIU PORTFOLIO