Baijiu represents a third of global spirits sales but is little-known beyond China. World Baijiu Day aims to change that with events in dozen of cities each August 9.
Over 20 billion bottles of baijiu are consumed each year, typically downed ‘bottoms up’ to the toast of ‘ganbei’ or ‘dry glass’. That’s tough to swallow for many people.
Given this, our theme is ‘beyond ganbei.’ Partners in 30-plus cities—from Los Angeles to London, Shanghai to Stockholm—have embraced it with baiju-inspired cocktails, infusions, liqueurs, chocolate, pizza and more.
World Baijiu Day is held on August 9: that date translates as eight (ba) nine (jiu) and sounds close to baijiu. With the fifth World Baijiu Day just wrapped up, there is plenty of time to get ready for the next one.
Want to get in touch with World Baijiu Day? Just send an email to spirit (at) worldbaijiuday.com.
Cheers, Jim Boyce