Chinese liquor makers endeavour to give Westerners a taste for baijiu [Yahoo! Finance Canada]
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Source: Yahoo! Finance Canada
By Emma Rumney and Casey Hall LONDON/SHANGHAI (Reuters) - Makers of the Chinese liquor baijiu are reformulating the fiery grain liquid to appeal to a wider client base, including cocktail drinkers in New York, Los Angeles and London, as sales at home slow. While sales in China are still rising, top baijiu makers like Kweichow Moutai face far slower growth than in the past as younger generations increasingly opt for alternatives to the country's national liquor. Now, in a bid to find new pockets of growth, some major makers of the colourless liquor are starting to pitch it to Western consumers outside of China for the first time. ADVERTISEMENT Baijiu is little known in the United States, United Kingdom and Europe, however, so many Western drinkers would have to learn to like the flavour. Baijiu, which translates as 'white alcohol', usually has between 40% and 60% alcohol content. It is generally distilled from sorghum, although wheat, barley, millet or glutinous rice are a
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