In the past Spring Festival, both sales and the consumption of baijiu reached the highest point in nearly three years, and the market of baijiu showed a trend of bottoming out.

"The consumption of baijiu during the Spring Festival has seen a boom, increasing by more than 80 percent compared with the same period last year." Wen, a wine merchant in Heze, Shandong province, said sales of baijiu during the Spring Festival were significantly better than in previous months, with more than 800 cases sold each day in the four or five days before the festival. Overall, sales during the Spring Festival accounted for 65 percent of last year's total.

"We spent Luner New Year's Eve dinner in a restaurant. We contacted more than 10 restaurants to book a table for 16 people. This year's New Year's Eve dinner is very popular." Mr. Feng, a Wuhan resident, said that reservations for the New Year's Eve dinner are usually made more than 10 days before that date.

Feng told China Wine News that he bought three bottles of Maotai to celebrate the family reunion. "It's hard to achieve such a big scene at home.

During the Spring Festival, food and beverage across the country quickly recovered, booking New Year's Eve dinner is extremely popular. China Wine News learned from the online booking platforms of famous restaurants in Beijing, Chengdu, Shanghai, Wuhan, Jinan, Zhengzhou, Nanjing, Changsha and other places that reservations for the New Year's Eve dinner are better than last year.

Meituan's data showed that as of January 16, online orders for "New Year's Eve Dinner" themed in-room meal packages increased by 118% week on week.

Mr. Song, who is engaged in the store sales of baijiu on Huanghe Road, said that the sales volume of baijiu soared during the Spring Festival. The sales volume in the 20-day period exceeded 60 percent compared with the total in the fourth quarter of last year. On the New Year's Eve, more than 60 cases were sold, and on the second and third days, more than 110 cases were sold. Year-on-year growth is encouraging.