What’s your Favorite Baijiu MixerMonday, June 3, 2013 13:46
In a recent article Fiery Chinese liquor looks to sell in West
To make the point that any liquor can find a market, the article tries to leverage the history of tequila with the opportunity for baijiu to find a market:
“Tequila has a very unusual flavor compared to more popular spirits,” said Derek Sandhaus, industry consultant and author of a forthcoming book on baijiu appreciation.
“But through clever marketing, good cocktails, and good management, it’s earned a place on the bar shelf. I see no reason why the world’s most popular spirit can’t do the same.”
The same could be said for sake, Japan’s equivalent white liquor, in so far as it gained popularity through clever marketing (i.e the sake bomber), but what would it take for Baijiu to take hold in western markets?
1) What could baijiu be paired with that would make it more palatable to the western consumer? I have to admit that China has a knack for developing surprisingly good mixers like green tea and Chivas, but I am still at a loss for the potential mixes that this article seems to imply would help with its popularity. Red bull and baijiu?
2) What kind of campaign would work best? Both Sake and Tequlia have a strong shot culture around them, and one that is paired with beer (if not thrown inside the pint itself). But Baijiu? That is not something that is traditionally paired with anything except the odd glass of red wine that needs to be skulled.
Image Source:300 Shots of Greatness