Baijiu: China's Complex Spirit Connects with Curious Drinkers

Ahead of this year’s IWSC spirits judging in Sichuan we examine baijus judged in this year’s London based judging sessions.

China's national spirit is having its international moment. At IWSC 2025, baijiu delivered its strongest performance yet with 44 entries earning medals across all major aroma categories, proving that this complex, high-proof spirit is finally connecting with curious drinkers beyond Asia.

Leading the charge was Kinmen Kaoliang's Black Label Golden Dragon (97 points), a light aroma expression from Taiwan that showcased baijiu's elegant potential. With five Gold medals spanning strong, sauce and light aroma styles, the results demonstrate that baijiu's incredible diversity, not its intensity, is becoming its global selling point.

"Baijiu is a very interesting category. There are 12 different aromas of baijiu. There are thousands of producers in China, and they're so different, so exciting, so interesting," explains Marie Cheong-Thong, IWSC Spirits Judging Committee member. "To judge them is just amazing."

This year's Gold winners illustrated that diversity perfectly. Ming River Sichuan Baijiu (96 points) represented the strong aroma category with its intensely fruity, tropical profile, while China Yugong Seven-Star Baijiu (95 points) showcased sauce aroma's savoury, umami-rich complexity. Meanwhile, innovation emerged through Jiangxiaobai's Grain Flower & Fruit Baijiu Grape & Rose (95 points), proving that traditional techniques can embrace contemporary flavours.

Taiwan's kaoliang expressions dominated the light aroma category, with Kinmen Kaoliang Liquor Inc. securing multiple medals. Their clean, floral profiles offer an accessible entry point for Western palates exploring baijiu's spectrum.

The medal distribution tells a story of category maturation: 11% Gold, 45% Silver, and 43% Bronze medals reflect consistent quality across diverse styles. This represents a significant evolution from baijiu's reputation as an acquired taste for the initiated.

"Over 10 years of judging, I've seen the quality of Asian spirits go up so much. Hand on heart, every bottle now excites me," notes Cheong-Thong. "Baijiu entries have been particularly diverse and fascinating."

Luzhou Yugong Liquor Co. emerged as a standout producer, claiming three Gold medals across the strong and sauce aroma categories, demonstrating how established Chinese distilleries are elevating traditional techniques for international recognition.

The commercial opportunity extends beyond authenticity-seeking consumers. Baijiu's bold flavours are inspiring cocktail innovation from Beijing to New York, while its ceremonial significance appeals to luxury markets valuing cultural depth.

Light aroma baijius, with their clean, approachable profiles, offer the clearest path to Western acceptance. Strong aroma expressions provide bartenders with intensely fruity bases for creative cocktails. Even confrontational sauce aroma styles find audiences among spirit enthusiasts seeking umami complexity.

The category's 100% medal rate at IWSC 2025 signals that producers entering international competitions understand global quality standards while maintaining traditional character.

"Please keep sending them in, because it gives you a chance to show the world what categories Baijiu has," encourages Cheong-Thong. "And for us outside of China, to taste them is a privilege."

Explore the full list of Baijiu winners below.