Industry News & Technology

Baijiu’s Half-Year Export Report: Exports Rose 30%, Yet 90% of Exported Baijiu May Never Reach Overseas Consumers

China’s baijiu exports reached US$530 million in the first half of 2025, up 30.9% year on year. Export volume reached 8.31 million liters, up 7.4%, while the average export price rose 21.9% to US$63.7 per liter. The figures point to simultaneous volume and price growth. Yet rising imports of China-origin spirits, re-imported exports, and weak cross-border channel discipline suggest that export value alone is not a reliable measure of internationalization quality. The next phase of baijiu globalization will depend on whether producers can build traceable pricing systems, operable consumer relationships, and coordinated overseas distributor networks.