As China’s traditional spirits and premium wines grapple with declining consumption, a significant shift is under way across the beverage landscape. This three-part series examines the challenges faced by Maotai town as its once-coveted baijiu loses its lustre, the impact of economic shutdowns on European wine imports, and the rise of craft beer as a budget-friendly alternative for consumers seeking quality without breaking the bank.
On the ninth day of the ninth lunar month, when the rainy season has typically come to an end and the waters of the Chishui River run clear, baijiu distilleries in Maotai town in China’s Guizhou province stage elaborate ceremonies to kick off the annual brewing cycle.
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