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The World of Baijiu

A refined introduction to China’s signature spirit—focused on helping you choose with confidence.

What is Baijiu?

Baijiu is a grain-based, aroma-forward Chinese spirit, typically bottled at 50–53% ABV and enjoyed neat in small glasses. Unlike oak-aged whisky, its character is shaped by solid-state fermentation and a unique starter called qu. It suits dining, celebrations and considered gifting.

Explore gifting ideas

Aroma Types

  • Jiangxiang (Sauce aroma)

    Umami-rich and layered, with toasted grain and soy-like depth; a connoisseur’s choice for formal, elegant dining and refined gifting.

    Shop jiangxiang baijiu

  • Nongxiang (Strong aroma)

    Lush, fruity and rounded, with ripe-ester sweetness and a velvety finish; crowd-pleasing for banquets and celebrations.

    Shop nongxiang baijiu

  • Qingxiang (Light aroma)

    Clean, floral and crisp, showing bright grain purity and gentle lift; an elegant entry point for casual meals and first-time tasters.

    Shop qingxiang baijiu

  • Mixiang (rice aroma)

    Soft, delicate and rice-sweet, with silky texture and subtle aromatics; refreshing for relaxed hosting and easy pairing.

    Shop mixiang baijiu

Shop by aroma types

Quick Start Guide

Quick Start Guide

Savoury / Umami / Nutty
Jiangxiang
Umami-rich and layered; ideal for connoisseurs and formal gifting.
Ripe-Sweet / Fruity
Nongxiang
Rich, fruity and rounded; a crowd-pleaser for celebrations.
Clean / Floral
Qingxiang
Clean, floral and crisp; graceful for casual meals and first-timers.
Soft / Delicate
Mixiang
Soft, delicate and rice-sweet; versatile for relaxed hosting.
Formal gifting
Choose Jiangxiang for a refined, ceremonial impression.
Banquet / party
Choose Nongxiang for rich, crowd-pleasing flavour.
Casual dinner
Choose Qingxiang or Mixiang for clean, easy pairing.

Gifting Guide

New to baijiu
Start with Qingxiang or Mixiang for a gentle, approachable profile.
Exploring depth
Try selected Jiangxiang for layered complexity.

Tasting & Service

How to Read the Label?

How to Read the Label?

Aroma Type
The flavour family: Jiang / Nong / Qing / Mi — pick by palate and occasion.
Volume
Commonly 500 mL; minis (50/100 mL) and curated gift sets are also available.
ABV
Most premium baijiu sits around 50-53% ABV; check the label for the exact strength you prefer.
Edition
Core expressions vs seasonal or limited editions; batch codes matter for collectors.
Pack Type
Presentation gift box vs standard carton; choose gift boxes for formal occasions.

Gifting Guide

Release Year
The bottling/production year as printed; this is not an age statement.
Brand Note
A brief house introduction (origin, style, heritage) that sets expectations for formality and flavour.

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