Largely misunderstood outside of its domestic market, baijiu could be finding new routes to globalisation.

Data and analytics company Globaldata, says there is a big opportunity for mid-range western brands to penetrate China’s giant baijiu market.

Baijiu is the world’s biggest spirit with the world’s biggest consumer base. It is already international but can it broaden its appeal to western palates? Hamish Smith reports

World sprits consumption is set to increase 9% over the period 2012-2016, buoyed by 14% growth in Baijiu sales, according to IWSR research commissioned by Vinexpo.