IWSC Judging in China 2025: Insights from the Heart of Baijiu Country

IWSC Global Judging Programme Arrives in Chengdu

The IWSC has completed its first in-situ Chinese spirits judging event as part of the 2025 Global Judging Programme. The team of international and domestic judges travelled to Qionglai in Chengdu, Sichuan, one of China’s most important Baijiu-producing regions, where they spent the week assessing entries and taking part in a programme of educational visits and industry meetings.

While Baijiu was the dominant category, this year’s competition also featured entries from Chinese brandy, single malt whisky, and gin producers, highlighting the growing diversity and ambition within the Chinese spirits industry.

Judging panels were  co-chaired by Antony Moss MW and Yuchen Zhong and included international judges Ben Salguero, Billy Abbott, Derek Sandhaus, Guy Hodcroft, Marie Cheong Thong, Levs Surovecs, and Rose Brookman, together with domestic experts Bin Guo, Dong Lin, Hao Wu, Hao Yuan, and Zhiyong Yan.

Ahead of the official results announcement, the IWSC is sharing early insights from key categories judged in China.

Baijiu and Huangjiu: Tradition, Innovation and Market Shifts

Entries covered the full spectrum of Baijiu styles, including light, strong, sauce and infused expressions. Judges agreed that the standard of production was consistently high, reflecting both deep tradition and an evolving market.

Judge Marie Cheong Thong praised the quality of the Huangjiu flights she assessed, describing “exceptional craftsmanship and attention to balance.”

Baijiu expert Derek Sandhaus noted a clear production trend:

“I was surprised to see so many strong-aroma Baijius with ABVs in the 40s. A decade ago, that would have been unusual. As global consumers shift towards lower-proof and non-alcoholic options, it makes sense that more Baijiu producers are exploring these styles.”

Domestic judges Hao Yuan and Dong Lin provided further insight into consumption preferences:

“There is a move towards lower-ABV Baijiu, but most consumers still prefer traditional, higher-strength versions. The lighter examples are more often chosen for yinchou (social drinking).”

International judge Rose Brookman highlighted Baijiu’s potential in Western markets:

“While Baijiu aromas can be unfamiliar to Western audiences, there are strong parallels with categories they already enjoy. For example, the fruity esters found in strong-aroma Baijiu are similar to those in high-ester rums from Jamaica.”

These insights point to a category balancing deep heritage with innovation, as producers explore how to position Baijiu for both domestic and international audiences.

Chinese Whiskey: A Category on the Rise

Judge Billy Abbott expressed enthusiasm for the progress of Chinese whisky producers, noting that the entries far exceeded expectations.

“Although China’s whiskey industry is still relatively young, producers are already creating whiskies with remarkable maturity, thanks to careful blending and cask management. Several entries were excellent, including one Gold Outstanding, which shows the strong potential of Chinese whiskey for both local and export markets.”

With investment in distilleries and improved technical expertise, China’s whiskey segment looks set to continue its rapid development as a serious competitor on the world stage.

Brandy, Gin and Vodka: Refinement, Strength and Style

A separate judging panel assessed a selection of Chinese brandy, gin, vodka, and liqueurs.

Guy Hodcroft highlighted the standout brandies for their “complexity and elegance, while staying true to the raw material.” Hao Wu agreed, describing them as “balanced and delicate, with consistent flavour and purity.”

Rose Brookman observed a notable preference for higher-ABV brandies, typically between 50% and 63%, compared with the global average of 36% to 45%.

“These brandies were unexpectedly well balanced and deeply satisfying, with impressive concentration and depth of character,” she said.

The results underline a confident, evolving Chinese brandy category, driven by producers experimenting with style and strength to appeal to a growing audience of discerning spirits drinkers.

IWSC Spirits Judging in China: Results Coming Soon

The results from IWSC Spirits Judging in China 2025 will be announced on Tuesday 30 September. The announcement will include all medal winners, along with two special trophies: the Baijiu Producer Trophy and the Chinese Spirits Producer Trophy.

Follow the full results on the IWSC blog and across our social media channels to celebrate the producers driving excellence and innovation in the Chinese spirits industry.