Heady strategy: how inexpensive Chinese vodka won youth

For many centuries, baijiu liquor has been an integral part of the festivities in CHINA. Strong drink helped in diplomatic relations, for example when Richard Nixon and Zhou Enlai had a drink or two during the conflict between the US and China in the 1970s . Even now, a $390 bottle of Moutai (a popular gift in mainland China) still opens a lot of doors.

However, China 's main alcoholic drink , which is usually drunk during long celebrations, is going through difficult times. The older generation, taking care of their HEALTH, uses less and less baijiu, which is usually chosen by men over 40. And young people don’t care about it at all. Hipsters aren't particularly interested in the drink, which is mostly made from fermented sorghum. They tend to prefer Western wines or cocktails.