全球共举杯！8月9日庆World Baijiu Day世界白酒日！
“许多人不喜欢白酒，因为他们的第一次白酒经历就是不得不“干杯””，世界白酒日的发起人Jim Boyce说， “我们想给人们多种尝试白酒的方法，希望人们有一个良好的初体验，我们希望他们因为喜欢而去进一步探索白酒的多种风格和历史。”
World Baijiu Day世界白酒日旨在让白酒更广为人知，了解中华民族的内在精神和文化。自 2015 年发起，遵循着“超越干杯”的主题，World Baijiu Day世界白酒日于每年8月9日举办（来自8“ba”和9“jiu”，发音类似于白酒）。从墨尔本到明斯克，从斯德哥尔摩到新加坡，从洛杉矶到利马，至今已有60多个城市的合作伙伴参与其中。
在第七届World Baijiu Day世界白酒日来临之际，本期将由Wine to Asia合作伙伴RsA asia联合呈现白酒趋势专栏，以商业角度浅析白酒的市场趋势与数据。
Baijiu:
the multi-billion business of the Chinese liquor
白酒，字面意思是“白色的酒”，是中国的国宝之一。白酒的酒精含量通常在35%到60%不等，最重要、最有声誉的白酒生产企业几乎都聚集在中国西南地区的四川省和贵州省，尽管如此，白酒在全国范围内都深受欢迎。从婚宴到社交聚会，在中国的每一次宴会和庆祝活动中都可以看到白酒的身影。白酒也是中国商业文化的重要组成部分，通常在商务晚宴中共饮白酒是建立信任和友谊的重要途径。此外，高档白酒也是献给外国元首的尊贵礼物，它曾被用于官方外交活动中的“敬酒”礼仪，最著名的就是1972年美国总统尼克松对中华人民共和国的历史性访问。
Baijiu, which literally means “white liquor”, is a national treasure of China. The birthplace of the “white liquor”, which can range from 35% to 60% alcohol by volume, can be placed in Central China, in the Provinces of Sichuan and Guizhou, where the most important and reputable manufacturers are established. Still, its popularity is spread all around the country. It is possible to find baijiu at every banquet and celebration in China, from wedding receptions to social gatherings. Baijiu is also an essential part of the Chinese business culture and is traditionally served during intense business dinners to build trust and friendship. Besides, high-end baijiu also represents a prestigious gift offered to foreign presidents. It has been used for toasting during official diplomatic events, including the 1972 historic visit of US President Nixon to the Peoples’ Republic of China.
白酒是中国消费量最大的酒类，这种以高粱、小麦、大米、玉米为原料，经酒曲发酵而成的谷物酒的生产和消费历史已有一千多年之久。中国酒类协会CADA最新发布的数据显示，2020年白酒销售额占酒类生产企业收入的70%，其次是啤酒和发酵酒。
The production and consumption of this grain-based distilled spirit, made from sorghum, wheat, rice, corn, and fermented by using an agent called qu, can be dated back more than a thousand years and is the most consumed alcoholic drink in China. According to the latest data released by CADA, the China Alcoholic Drinks Association, the sales of baijiu accounted for 70% of the revenue in the alcoholic drinks manufacturers industry in 2020, followed from afar by beers and fermented wines.
白酒具有多种不同的丰富的香型风味，例如浓香型（占2020年白酒销售额的一半以上）、酱香型（占2020年销售额的27%）和清香型（占2020年销售额的15%）。四川是最大的白酒生产企业，2020年的总产量近370万千升，是全中国白酒总产量的半壁江山，白酒行业200强企业中有53家都植根于四川。
Baijiu comes with different and rich flavors, such as the strong aroma (that accounted for more than half of baijiu’s sales in 2020), the sauce aroma (27% of the sales in 2020), and light aroma (15% of the sales in 2020), and differs across the different geographical regions: Sichuan is the largest baijiu manufacturer, with a total output of almost 3.7 million kiloliters, accounting for half of the country total production, and 53 manufacturers among the top 200 are established in the Province.
中国的白酒生产总产量从2016年的1360万千升下降到2020年的740万千升，2020年行业销售收入达到5840亿元，高于2019年的5620亿元。由于市场的不断整合，生产厂家数量从2017年的1600家减少到2020年1040家，其中在沪深两市上市的大型上市公司有19家，合计占市场份额的41%。
The total production output decreased from 13.6 million kiloliters in 2016 to 7.4 million kiloliters in 2020. The sales revenue in the industry reached 584 billion RMB in 2020, up from the 562 billion RMB sales in 2019. The number of manufacturers reduced from 1,600 in 2017 to 1,040 in 2020 due to the increasing consolidation and concentration of the market. Among these, 19 are large public companies listed in the Shanghai and Shenzhen stock markets, which together account for 41% of the market share.
白酒生产企业中排名前列的生产厂家为贵州茅台，销售额占行业总量的17%，其次是五粮液（市场份额10%）、洋河（市场份额4%）和泸州老窖（3%），这些龙头企业主要是专注于高端白酒的生产。
The top manufacturers are Kweichow Moutai, with sales accounting for 17% of the industry total), followed by Wuliangye (10% of market share), Yanghe (4% of market share), and Luzhou Laojiao (3%), and are primarily focused on the production of high-end baijiu.
贵州茅台是最著名的白酒制造商之一，近950亿元的产值（总计980亿元人民币）来自白酒的销售。茅台酒成立于贵州省遵义市，是全球市值最高的公司之一，市值超过26000亿元人民币（约4000亿美元）。茅台是一个非常有名望的品牌，它的高端白酒单价高通常高达千元以上，被认为是尊贵身份的象征。
Kweichow Moutai is one of the most reputable baijiu manufacturers, with almost 95 billion (on a total of 98 billion RMB) coming from the sales of baijiu. Established in Zunyi, Guizhou Province, Moutai is one of the most valuable companies worldwide, with a market capitalization exceeding 2,600 billion RMB (around 400 billion USD). Moutai is a very prestigious brand, and its high-end baijiu bottles are considered a status symbol because of the high price, which easily exceeds 1,000 RMB.
五粮液总部位于四川宜宾，是中国第二大白酒生产企业，主要生产浓香型白酒。白酒销售额高达440亿元人民币，市值超过11600亿元人民币（约1700亿美元）。
Wuliangye, with its headquarters in Yibin, Sichuan Province, is the second-largest manufacturer, mainly producing strong aroma baijiu. The sales from baijiu accounted for 44 billion RMB, and the market value exceeds 1,160 billion RMB (around 170 billion USD).
其他白酒销售额超过100亿元的大型上市公司还有江苏洋河（梦之蓝）、泸州老窖、山西汾酒、北京顺鑫（牛栏山）和安徽古井。除了最知名的生产商外，其他较小的品牌也受到消费者的赞赏，例如水井坊、老白干、贡酒或红星二锅头等低端白酒。
Other large public companies with baijiu sales exceeding 10 billion RMB are Jiangsu Yanghe (Mengzhilan), Luzhou Laojiao, Shanxi Fenjiu, Beijing Shunxin (Niulanshan), and Anhui Gujing. Besides the most prominent producers, other smaller brands are also appreciated, such as the Shuijingfang, Laobaigan, Gongjiu, or lower-end baijiu like the Red Star Erguotou. ·
如今，市场要求白酒制造商不断创新和改进生产技术，更加关注新一代消费者，无论是在中国还是在国外，当前的主要消费群体平均年龄已经超过60岁，年轻的中国消费者较少，而这些新生群体则喜欢其他酒精饮料，如威士忌和其他西方烈酒。
中国白酒在国外也越来越受欢迎，越来越多的外国消费者开始欣赏白酒浓郁的味道。
Today, the market requires baijiu manufacturers to innovate and improve their production technology constantly, and to pay more attention to new consumers, in China but also abroad: currently, the baijiu’s major consumer group is over 60 years old, with younger Chinese consumers showing less affection to the white spirit and preferring other alcoholic drinks, such as whisky and other western spirits.
The Chinese white spirit is also becoming more and more welcomed outside China, with an increasing number of foreign consumers starting to appreciate the strong flavor of baijiu.
Master Lab
本届Wine to Asia 携手World Baijiu Day世界白酒日将特邀华南头部酒吧Compass首席调酒师殷缨绣Eva及庙前三酉的首席调酒师兼经理姚颖Jackwing，共同呈现 “Baijiu Cocktail白酒鸡尾酒”的制作工坊，以国际化、专业化的视角，重新审视传统中国白酒的无限可塑性。（具体时间安排即将公布）
撰文：Lorenzo Riccardi （RsA asia）
图片来源于RsA asia、World Baijiu Day及网络
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