In the past year, amidst supply chain pressures and high inventory levels, low-alcohol baijiu has consistently captured market attention. Online sales have climbed steadily, major brands have made strategic moves, and discussions among young consumers remain vibrant. This has fueled claims that "low-alcohol is the trend" and "young people don't drink high-alcohol baijiu." As we enter 2026, it's time to ask calmly: Is low-alcohol baijiu a fleeting fad or a sustainable business? The answer lies not in data curves but in market choices.

"Both the aroma type and alcohol level of baijiu should be determined by the market. No particular aroma is a guaranteed trend, nor is low-alcohol necessarily the future. What the market accepts is a good product," said Yang Liu, Executive Dean of the China Liquor Academy at Sichuan University of Light Chemical Technology. He noted that the idea of young people rejecting high-alcohol liquor is debatable—they may resist not the strength but the traditional stories and drinking contexts associated with aged baijiu.

Trends aren't set by industry insiders but by consumers' repeated purchases. High-alcohol drinks have loyal followers, while low-alcohol options suit specific scenarios. This explains why brands like Wuliangye, Luzhou Laojiao, and Gujing Gongjiu are expanding their low-alcohol offerings—not chasing trends, but responding to genuine, growing demand.

Wu Peihai, former deputy general manager of Beijing Red Star Co., observed, "Low-alcohol baijiu is a developing direction. Even many industry professionals now prefer lower-alcohol options, reflecting a consumption trend." Aligned with health consciousness, low-alcohol options cater to "moderate drinking and pleasant tipsiness." Products like Luzhou Laojiao,波汾, and Gubeichun are reportedly selling well. Many experts foresee continued growth in low-alcohol consumption as a result of rational consumer evolution.

However, equating low-alcohol with the industry's sole direction would be narrow-minded. "Whether low-alcohol baijiu will dominate remains to be seen," Wu cautioned. "Consumers are diverse; one alcohol level can't meet all needs. Baijiu should maintain variety in both type and strength—different strokes for different folks." Indeed, high-alcohol liquors for banquets,收藏-grade bottles, and small low-alcohol bottles at night markets coexist, serving varied groups, occasions, and moods. Forcing "low-alcohol equals youth" would diminish baijiu's cultural richness and market potential.

Thus, by 2026, low-alcohol baijiu is no longer a quick-win concept play but a deep competition in product, scenario, and communication capabilities. A truly good product isn't defined by alcohol level but by its ability to precisely match users' real needs—whether through balanced taste, comfortable drinking experience, novel packaging, social friendliness, a shareable story, or a repeat-worthy experience.

Ultimately, the future of baijiu isn't about high versus low alcohol, but about continuously improving "fit." The market doesn't need a single answer—it needs more genuine choices. For the industry, low-alcohol baijiu has always been a good business, provided we treat it as a business of understanding people, not just chasing trend.