Before the official commencement of Kweichow Moutai’s 2024 annual shareholders’ meeting on May 19, Zhang Deqin, the company’s Party Committee Secretary and Chairman, shared a story about the younger generation’s preferences. A young person told him that they weren’t opposed to drinking baijiu (Chinese liquor) itself but disliked the culture surrounding drinking tables—the forced toasting, flattery, and hierarchical atmosphere. 

This remark sparked widespread discussion online. One netizen commented, "Young people have reformed workplace culture, and now they’re tackling dining and drinking customs." Another added, "It’s not just the youth—even older generations dislike it." 

So, what do young people and "older folks" actually prefer? 

 From Premium Liquor to Low-Alcohol Beverages: The Rise of a New Trend 

Whether it’s Gen Z, millennials, or even older consumers, rebellion knows no age. As the lyrics of Leslie Cheung’s classic song I Am What I Am go: "I am me, a spark of unique colors." Today’s drinkers, especially younger ones, favor light, relaxed social experiences over rigid traditions. They seek products that resonate with their lifestyles, allowing them to express individuality and emotional release. 

Young consumers prioritize self-care, embracing the concept of "drinking less but better"—a slight buzz that aligns with health-conscious, moderate drinking habits and an aesthetic of "tipsy joy, like flowers at midsummer." 

In response, the alcohol industry is shifting toward lower ABV (alcohol by volume), diversified consumption scenarios, and multi-channel engagement to win over younger demographics. 

As early as the 1990s, The Evaluation and Blending of Baijiu by Zhou Henggang and Xu Zhancheng noted: "High-alcohol drinks are absorbed faster by the body, while low-alcohol beverages are absorbed more slowly." The book emphasized that low-alcohol products align with the industry’s goals of quality, moderation, and variety, benefiting both public health and resource efficiency. Globally, beverages are trending toward lower alcohol content. 

Today, premium low-alcohol baijiu retains the color, aroma, and distinct character of traditional spirits while catering to modern tastes. 

 How Brands Are Adapting 

Wuliangye, a leading baijiu producer, has rolled out youth-oriented products like "Purple Air from the East" (紫气东来), crystal-embedded bottles, and animal-themed editions (e.g., zodiac and panda designs). At its 2025 Q1 earnings call, General Manager Hua Tao announced plans to lower alcohol content, revamp packaging, and adjust pricing, including a 29% ABV Wuliangye tailored for young drinkers. 

China’s national standard (GB/T 10781-2021) defines low-alcohol baijiu as 25%–40% ABV. Popular products like 39% Wuliangye, 38% Yanghe Daqu, and 38% Luzhou Laojiao have long dominated sales. The move toward 29% ABV signals a strategic shift to capture the "light buzz" market. 

Meanwhile, Gen Z darling Genki Forest entered the fray in March 2024 with "Wave", a 9% ABV sparkling alcoholic beverage marketed as an "emotional catalyst." The brand vows to "seriously create a drink that meets young people’s expectations," blending vodka-based cocktails with youthful branding. 

 Learning from the Beverage Industry’s Playbook 

Despite a 1.8% decline in baijiu production and a 0.6% drop in beer output in 2024, China’s beverage sector grew 7%, with retail sales hitting ¥320 billion (+2.1%). Companies like Dongpeng Beverage (maker of "Eastroc Super Drink") saw 40.6% revenue growth by tapping into gaming, fitness, and outdoor scenes via collaborations with Honor of Kings, PUBG Mobile, and League of Legends. 

New tea brands also offer lessons: Heytea partnered with fitness influencer Pamela Reif for low-sugar drinks, while Auntea Jenny introduced exotic flavors like "Cili Dark Tea." 

 The Way Forward for Alcohol Brands 

To engage younger consumers, the industry must: 

1. Lower ABV and enhance flavor profiles for easy drinking. 

2. Design trendy, interactive packaging (e.g., limited editions, co-branding). 

3. Create immersive scenarios—think music festivals, e-sports, or outdoor adventures—to replace rigid drinking rituals. 

4. Leverage digital marketing and user-generated content to foster community. 

As the battle for the "young drinker" heats up, the winners will be those who replace tradition with innovation and pressure with pleasure.