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International News
The Most Popular Spirit
You’ve Never Heard of “Vodka”
By: Tod Stewart
T hat’s likely the answer you’ll get if you baijiu’s lack of visibility in no way diminishes its
incredible sales perfor-mance. A glance at the 2021
ask any spirits aficionado—and even a
few distillers—what is the world’s most
baijiu brands captured the five top slots in terms of
popular spirit. Though whiskey would Brand Finance report on global spirits shows that
have been a better guess, neither of these catego- brand value. And though “popular” may mean dif-
ries combined can hold a candle to one that you ferent things to different people, most who make
may never have heard of, namely, baijiu, China’s a living distilling would likely prefer high revenues
“white alcohol.” over high visibility. The top baijiu brand—Kweichow
Moutai—generated an eye-popping USD 45 million
You probably don’t see it advertised in North in sales in 2021. The next one down, Wuliang-ye,
American magazines, on roadside billboards or as pulled in a modest $26 million or so. It’s not until
a sponsor of entertainment or sporting events. But you work your way to the sixth spot that you hit
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