Baijiu
Baijiu (), also known as shaojiu (/), is a Chinese colourless liquor typically coming in between 35% and 60% alcohol by volume (ABV). Each type of baijiu uses a distinct type of "qū" for fermentation unique to the distillery for the distinct and characteristic flavour profile. Baijiu is a clear liquid usually distilled from fermented sorghum, although other grains may be used; some southeastern Chinese styles may employ rice or glutinous rice, while other Chinese varieties may use wheat, barley, millet, or Job's tears (Chinese: 薏苡 "yìyǐ") in their mash bills. The "qū" starter culture used in the production of  baijiu is usually made from pulverized wheat grain or steamed rice. Because of its clarity, "baijiu" can appear similar to several other East Asian liquors, e.g. Japanese "shōchū" (25%) or Korean "soju" (20–45%), but it often has a significantly higher alcohol content (35-60%). Baijiu is comparable to whisky in terms of variation, complexity of flavour and sensation. History. No exact dates are known for the invention of the modern form baijiu as it likely emerged gradually with the development of distillery technology over a long period of time through history. Baijiu is characterized by solid-state fermentation and distillation  using a grain culture called "qū", which allows for simultaneous saccharification and fermentation. This is a typical feature of liquors produced in East Asia. Chinese "baijiu" is always distilled from grain, produced in batches and blended. Serving. Traditional etiquette. The Chinese traditionally serve "baijiu" neat at room temperature, in small cups or glasses, though drinkware varies by region. It is traditional to drink "baijiu" with food rather than on its own, though it is often infused with fruit or medicinal herbs and spices. The ceremonial includes the following steps: Note that the host should initiate and invite for a cup , and the guest should reply with a cup. Modern etiquette. In modern days, ceremonial parts of the etiquettes are ignored. Commonly with a group of friends or family, the host would initiate with "Cheers for...!" (为...干杯!), and then guests would finish their cups after clinking the glasses. Tasting is also appreciated. Modern bar culture has grown in popularity in China, so has a craving for a twist on the traditional baijiu. In 2007, a report in "Time" magazine mentioned integrating baijiu into cocktails, and in the years since several bars around the world have added baijiu to their cocktail  programs. Peking Tavern in downtown Los Angeles opened its doors in 2013 as one of the first in the US to serve a variety of baijiu cocktails. Owners Andrew Chiu and Andrew Wong felt that it's an important part of Chinese dining culture. Their goal is for America to develop an appreciation through cocktails first and gradually transition to enjoying the liquor on its own. Baijiu and Chinese business culture. Chinese business culture is known to be intense. It is believed that one's true colour is shown when intoxicated. Therefore, when negotiating a business partnership, there is a  tradition of serving high-degree Baijiu on the dinner table, in order to judge one's trustworthiness. There are also folk beliefs, especially in rural China, that consuming alcohol excessively equates to manliness and that one should not reject a serving offered by an elderly or higher-up. Many inexperienced Chinese drinkers are persuaded to overdrink on such occasions. These experiences are commonly referred to as the reason for Baijiu's unpopularity among some. This negative association of Baijiu with extreme drinking culture can sometimes lead to fear of Baijiu in the younger generation or people who have yet to  try the drink. Pricing and the baijiu market. Although most baijiu are priced similarly to other liquors with similar alcohol percentage, some high-end baijiu can be highly collectible due to the intricate skills and traditional artisanship involved in the making of baijiu, the age of the baijiu, or the rarity of the bottle etc. With the gifting tradition in some areas of China, sometimes expensive baijiu could also be gifted instead of being consumed. There is a sizable market for high-end baijiu collection for the above reasons. For example, the highest grade of Wuliangye retails for (US$3,375 ). Top-tier baijiu are likely to be from traditional baijiu distillery such as Kweichow Maotai, Wuliangye, Luzhou Laojiao, Shuijing Fang etc. On the opposite side of the spectrum. Low-end "baijiu" can be as inexpensive as a can of beer per volume. For example, Erguotou and Jiang Xiaobai. Although some despise the low ends for their taste, they are more casually consumed with meals, or just when drinkers want to simply get drunk. Global baijiu market. "Baijiu" is the world's bestselling liquor, with five billion litres sold in 2016, and 10.8 billion liters sold in 2018, more than whisky , vodka, gin, rum and tequila combined. As well as the most consumed liquor, with 1.2 billion nine-liter cases consumed in 2018, mostly in China - three times the global consumption of vodka. Outside of China it is gaining popularity, as seen with the sale of Ming River Baijiu in US and EU markets from late 2010s, a strong-aroma (nongxiang) type baijiu sourced from the Luzhou Laojiao distillery. Australian market. In Victoria, Australia, Good Spirits Co. produces Australian Baijiu - a strong-aroma baijiu. The ingredients used in production, sorghum, barley and wheat, get sourced from Victorian and Western Australian farmers . In 2019, Australian sorghum exported to China accounted for approximately 78.3 percent of Australia's total sorghum export market, which was valued at 29.9 million U.S. dollars. Exports of Australian sorghum to China are largely driven by demand for baijiu manufacture. Classification. Categorisation by aroma profile. Throughout the evolutionary history of baijiu, numerous regional variations in alcohol production technique across the country have been incorporated into baijiu making. The practice of infusing alcohol with herbs, spices, fruits and other ingredients has its roots in traditional Chinese medicine, but is also done purely for flavor. The practice of infusing spirits is  a common practice. Baijiu has a distinctive smell and taste that is highly valued in Chinese culinary culture, and connoisseurs focus especially on its fragrance. This classification system began in 1952 and was updated in August 1979 at the third nationwide baijiu competition held in Dalian. Even so, during the competition, experts rated various baijiu based on their taste rather than aroma. There are 4 major categories of baijiu based on aroma profile: Various other niche aroma profiles: Regional varieties. Other than by aroma, Baijiu can also differ by styles, production methods, ingredients etc. Regional varieties of Baijiu are often  somewhat unique in flavour profile and production method. Some examples of regional varieties include: Popular infusions. Throughout the evolutionary history of baijiu, numerous regional variations in alcohol production technique across the country have been incorporated into baijiu making. The practice of infusing alcohol with herbs, spices, fruits and other ingredients has its roots in traditional Chinese medicine and herbology, but is also done purely for flavor. Infusing spirits is a common practice. Floral infusions: Medicinal infusions: Baijiu brands. Baijiu are often characterised by their distillery. The distinct aroma and taste profile is likely to be the speciality of that region . Therefore, often the name of the brand is the same as the name of the baijiu and the distillery. However, bigger brands tend to have a series of different types of baijiu as well as their signature baijiu. Beginner is recommended to try the signature baijiu of the brand first, to learn about their style of baijiu making. Due to its long history, almost every province in China has at least one regional speciality baijiu. However, Guizhou and Sichuan are the two biggest, particularly famous baijiu-making provinces, where numerous distilleries can be found. Below is a non-exhaustive list  of relatively well-known Baijiu brands, grouped by place of origin, in descending order of popularity (semi-arbitrary and subjective). "*Many other brands exist, but usually only produced, sold and consumed locally and therefore lesser-known and not included in the list." Guizhou: Sichuan: Beijing: Hebei: Hunan: Shanxi: Shaanxi: Anhui: Jiangxi: Jiangsu: Guangdong: