If you haven’t heard of Baijiu, don’t worry – it’s one of those drinks that feels like a well-kept secret outside of China. Yet, it’s actually the world’s most consumed spirit, made from fermented sorghum, and it’s got a flavour that’s as unique as its history. Baijiu is bold, with flavours ranging from floral and fruity to downright intense and earthy. It’s been around for centuries, making it a cornerstone of Chinese culture. The thing is, introducing it to new markets like South Africa isn’t exactly a walk in the park.
Back in 2019, I met the international team from Jiangxiaobai in Johannesburg. They were exploring export opportunities for their Baijiu in South Africa. Jiangxiaobai isn’t your traditional Baijiu though – it’s lighter and smoother, crafted to appeal to younger drinkers and international palates. Think of it as the modern take on a spirit that’s been enjoyed in China for over 1,000 years. The brand is shaking things up and looking to bring Baijiu to new audiences, but there’s a catch – South Africa’s liquor laws.
Here’s where it gets tricky. South Africa’s liquor legislation is strict and detailed, but it doesn’t have any provisions for Baijiu. The spirit doesn’t fit into any of the defined categories, so brands like Jiangxiaobai can’t easily get approval to import and sell it here. That’s a major hurdle for any company trying to introduce Baijiu to South Africa, where the market is ready for something new, but the legal framework is lagging behind.
It’s a shame because Baijiu has so much potential to add something special to South Africa’s diverse drinking culture. Jiangxiaobai, with its smooth, accessible flavours, could open up this unique Chinese spirit to a whole new audience, just like it’s been doing in other parts of the world. But until the laws catch up and accommodate Baijiu as a legitimate category, we’re stuck in a bit of a limbo.
For now, it looks like Baijiu will remain a bit of a hidden gem for South Africans, a spirit you might only experience if you travel or manage to get your hands on it through other channels. But I’m optimistic that it will find its way here eventually. There’s a growing appreciation for heritage spirits and unique drinking experiences, and Baijiu fits right into that trend.
When it does make its way here, I have no doubt that Baijiu will capture the imagination of adventurous drinkers who want to taste something with real history and culture behind it. Here’s hoping we see Jiangxiaobai and other Baijiu brands cracking the South African market soon. Until then, it’s one of those spirits that keeps you curious and thirsty for more. Cheers!