The internationalization of China's alcoholic beverage industry has persisted for years with limited success. While Chinese Baijiu accounts for approximately 33.3% of global spirits production, its share in global spirits trade value is a mere 2.3%. Revenue from international markets constitutes less than 1% of total earnings for most Chinese producers. This gap highlights both a challenge and a significant opportunity.

Chinese spirits are already making a mark. In a recent global brand ranking, six out of the world's top ten distilled spirit brands were Chinese, including Moutai and Wuliangye. Growing interest is evident in Southeast Asia, a region with 680 million people and a substantial Chinese diaspora, where spirits consumption in countries like Vietnam and Thailand has grown over 10% annually for five years.

The "going global" initiative encompasses the full spectrum of Chinese beverages: Baijiu, beer, grape wine, yellow wine (Huangjiu), fruit wine, and infused wines (Lujiu). Industry leaders emphasize this is a concerted "chorus" of the entire industry, showcasing China's diverse "aroma types" and offering a "Chinese solution" to the world.

However, major barriers remain overseas, often summarized as "hard to understand, unaccustomed to the taste, and lack of trust" towards spirits like Baijiu. Experts argue overcoming these requires a dual focus: upholding unique quality while embracing international standardization. Government and industry associations need to provide supportive policies and technical guidance.

Success requires a long-term, partnership-focused approach. As veteran winemaker Li Wei points out, companies must ensure stable policies for overseas distributors and prioritize their partners' profitability rather than seeking quick gains. Chilean Consul General César Gamboa emphasizes that beyond price and marketing, embedding products within a compelling "cultural framework" is key for sustainable success.

Critically, as analyst Xi Kang notes, the current overseas consumer base is largely confined to ethnic Chinese communities. To truly thrive, Chinese brands must serve local markets by adapting to local tastes and customs, and even contributing to local economies through investment and job creation.

Industry associations are urged to play a proactive role in charting a strategic roadmap. Peng Hong of the Guangdong Provincial Alcoholic Beverages Association suggests identifying key beverage categories and target markets (e.g., Southeast Asia, Belt and Road countries, Europe/North America) and providing comprehensive support.

A phased market entry strategy is widely recommended:

1. Deepen cultural neighbors: Focus on Southeast Asia, Japan, and South Korea through cultural exhibitions and food pairing events.

2. Expand along the Belt and Road: Engage markets in the Middle East, Central Asia, and Eastern Europe, fostering cultural dialogue and product adaptation.

3. Penetrate mainstream markets: Leverage the global Chinese diaspora (over 60 million) as cultural ambassadors in Western markets, while also targeting curious younger consumers through innovative formats like cocktails.

Building the right partnerships is crucial: importers who understand Chinese culture, foreigners passionate about Chinese culture who can bridge the narrative gap, and foreign beverage professionals who can integrate Chinese products into local hospitality and retail systems.

Moving from "Made in China" to "Created in China," and from "brand export" to "cultural leadership," China's alcoholic beverage industry stands at a pivotal moment, aiming to make its diverse and rich offerings beloved flavors worldwide.