A WEE DRAM
CHRIS GILMOUR: Chinese baijiu gets into a global spirit as it tops tipple rankings
Given China’s growing world influence, many could soon be saying ‘cheers’ over a glass of Moutai, Wuliangye or Yanghe
As you know, I am a longstanding and faithful beer drinker, but do side-step occasionally to sample a few non-peaty Scottish whiskies, which prompted me to take a look at the recent Brand Finance spirit valuations to see what others are indeed drinking. American brands dominated its beer rankings, but Chinese products took the top three positions in its spirit brand value rankings. These are the baijiu drinks of Moutai, Wuliangye and Yanghe. Baijiu means “white or clear alcohol”, and though mainly distilled from sorghum as the starch base, it can also be produced from other grains such as rice, wheat, barley or millet. These rankings serve as a stark reminder as to how all things Chinese have come to the fore in recent years, with its spirits accounting for 54% of the total brand value in the league table. Jeremy Sampson, executive director at Brand Finance Africa, notes that drinkers of spirits and beer remain remarkably loyal to the brands and places where they are produced. “If I...