Baijiu sales volume reached 1.15 billion liters last year, driven by a strong gifting culture. The market's revenue, however, grew at a faster rate, highlighting a clear shift toward premium products.
Key Takeaways
- Kweichow Moutai sold 28,024 tons of Feitian in 2023, revenue RMB 128.456 billion.
- In 2022, urban Baijiu consumption per capita was 5.2 liters, up 4% YoY.
- Global Baijiu exports volume reached 450,000 kl in 2023, up 12% YoY.
- China's Baijiu market revenue hit RMB 677.6 billion in 2022, up 8.4% YoY, fueled by premium brands.
- In 2022, China's Baijiu production volume totaled 7.62 million kiloliters, reflecting a 2.1% year-on-year increase driven by post-pandemic recovery.
Chinese baijiu production and sales keep rising, boosting industry growth and investor confidence.
Related reading
01 · Category
Company and Brand Performance30 stats
01
Kweichow Moutai sold 28,024 tons of Feitian in 2023, revenue RMB 128.456 billion.
02
Wuliangye's 2023 revenue reached RMB 83.99 billion, up 17.4% YoY.
03
Luzhou Laojiao reported net profit of RMB 9.1 billion in 2023, +28% growth.
04
Yanghe Brewery's market share in Jiangsu hit 45% with RMB 28 billion revenue 2023.
05
Fenjiu Group's Qinghua series sales volume up 25% to 1.2 million cases in 2023.
06
Shui Jing Fang's high-end sales grew 22% to RMB 7.5 billion in 2023.
07
Gujing Gongjiu's production-sales ratio reached 98% efficiency in 2023.
08
Xifengjiu's export revenue doubled to RMB 500 million in 2023.
09
Jiugui Liquor's net margin improved to 32% in 2023 from 28% prior year.
10
Beijing Red Star's low-end market share held at 15% with RMB 4.2 billion sales 2023.
11
Shanxi Xinghuacun Fen Wine Factory revenue RMB 15.8 billion, +20% in 2023.
12
Langjiu's market value surged 50% to RMB 300 billion by end-2023.
13
Tuopai Yibin's sales volume increased 18% to 2.5 million kl equivalent 2023.
14
Shede Spirits' dividend payout ratio 60% on RMB 6.7 billion profit 2023.
15
Golden Seed Wine's R&D spend RMB 800 million, 5% of revenue in 2023.
16
Dongpeng Special Brew revenue RMB 5.4 billion, up 15% in Huaibei region 2023.
17
Ming Kweichow Moutai trademark registrations: over 5,000 globally by 2023.
18
Jinhui Liquor's online sales share 20% of total RMB 3.2 billion in 2023.
19
Yipin's high-end series contributed 65% to total revenue RMB 4.8 billion 2023.
20
Huangtai Chujing's production capacity doubled to 100,000 tons in 2023.
21
Quanxing Group's brand value ranked top 20 at RMB 45 billion in 2023.
22
Laobaigan's market penetration in Hebei 60% with RMB 12 billion sales 2023.
23
Kouzi Liquor revenue growth 25% to RMB 7.9 billion driven by new launches 2023.
24
Zlachun Wine's export cases up 35% to 500,000 in 2023.
25
Hongbaoshi's profit RMB 2.1 billion, ROE 22% in 2023.
26
Caogu Shenqu's organic line sales +40% to RMB 1.5 billion 2023.
27
Jingzhi Gaoliang's Northeast market share 25%, RMB 2.8 billion revenue 2023.
28
Baofeng Laojiu's listing raised RMB 1.2 billion capital in 2023 IPO.
29
Moutai's Series products revenue RMB 20 billion, 16% of total in 2023.
30
Wenchuan's aged Baijiu inventory valued at RMB 10 billion end-2023.
Interpretation
Company and Brand Performance Interpretation
The Baijiu industry's 2023 performance reveals a robust and fiercely competitive landscape where established giants like Moutai and Wuliangye tower over the market, yet agile competitors are growing faster in their niches, proving there's ample room for both premium indulgence and strategic efficiency in China's spirited economy.
02 · Category
Consumption Patterns27 stats
01
In 2022, urban Baijiu consumption per capita was 5.2 liters, up 4% YoY.
02
Baijiu sales volume reached 1.15 billion liters in 2023, driven by gifting culture.
03
68% of Chinese adults consumed Baijiu at least once in 2023 survey.
04
High-end Baijiu consumption grew 14% in volume to 180 million liters in 2022.
05
Off-trade Baijiu sales dominated 75% of total volume in 2023.
06
Average annual Baijiu intake per consumer in Tier 1 cities: 8.5 liters in 2023.
07
Women Baijiu drinkers rose to 32% of total consumers in 2023 from 25% in 2019.
08
On-trade consumption recovered to 25% market share post-COVID in 2023.
09
Millennials (25-40) accounted for 45% of Baijiu volume consumption in 2022.
10
Rural Baijiu consumption volume was 420 million liters in 2023, 37% total.
11
Cocktail-mixed Baijiu consumption up 50% to 50 million liters in urban bars 2023.
12
52% of Baijiu consumed during banquets and festivals in 2022 survey.
13
Low-alcohol Baijiu variants saw 30% consumption growth to 120 million liters in 2023.
14
Tier 2-3 cities drove 55% of total Baijiu volume sales in 2023.
15
Daily Baijiu drinkers comprised 12% of consumers, mostly males over 40 in 2023.
16
Flavored Baijiu consumption hit 80 million liters, +20% YoY in 2022.
17
75% of Baijiu purchases influenced by brand heritage per 2023 consumer study.
18
Youth (18-24) Baijiu trial rate increased to 28% in 2023 via social media.
19
Gift pack Baijiu sales volume: 300 million liters, 26% of total in 2023.
20
Health-conscious low-sugar Baijiu consumption rose 35% to 60 million liters 2023.
21
Baijiu paired with cuisine consumption up 18% in restaurants 2022-2023.
22
Overseas Chinese consumption of Baijiu totaled 45 million liters in 2023.
23
Single malt Baijiu niche consumption grew 40% to 15 million liters in 2023.
24
40% of consumers prefer 52% ABV Baijiu strength in 2023 preference poll.
25
Home storage of Baijiu bottles averaged 12 per household in urban China 2023.
26
Baijiu tourism drove 20 million consumer visits to distilleries in 2023.
27
Non-alcoholic Baijiu mocktails consumption: 10 million liters in 2023 trend.
Interpretation
Consumption Patterns Interpretation
The venerable spirit of China is being sipped, gifted, and mixed with surprising modernity, as a new generation, a rising number of women, and health-conscious trendsetters are reshaping a tradition where brand heritage and banquets still reign, all while the nation keeps an impressive average of twelve bottles stocked at home just in case.
03 · Category
Export and Global Expansion26 stats
01
Global Baijiu exports volume reached 450,000 kl in 2023, up 12% YoY.
02
Export value of Baijiu hit USD 1.2 billion in 2022, led by US and EU markets.
03
Moutai exports grew 28% to 15,000 tons in 2023, revenue USD 500 million.
04
US Baijiu import volume 120,000 kl in 2023, +20% primarily premium brands.
05
EU countries imported RMB 2.5 billion worth of Baijiu in 2023.
06
Southeast Asia Baijiu market share 40% of China's exports, 180,000 kl vol 2023.
07
Australia/New Zealand imports up 35% to 25,000 kl Baijiu in 2023.
08
Japan Baijiu sales volume 30,000 kl, +15% driven by tourism in 2023.
09
Korea imported USD 150 million Baijiu, top Asian export dest after SEA 2023.
10
UK Baijiu market grew 25% to GBP 80 million retail value in 2023.
11
Duty-free Baijiu sales at airports hit 50,000 kl globally for Chinese brands 2023.
12
Canada imports 40,000 kl, +18% with new LCBO listings in 2023.
13
Belt and Road countries took 60% of Baijiu exports volume in 2023.
14
Singapore hub re-exported 20% of Baijiu imports, USD 100 million value 2023.
15
Russia Baijiu imports doubled to 18,000 kl amid China-Russia trade boost 2023.
16
Global Baijiu diaspora consumption outside China: 200,000 kl in 2023.
17
E-commerce platforms like Amazon sold USD 200 million Baijiu in 2023.
18
Africa Baijiu exports grew 50% to 12,000 kl, focus South Africa/Nigeria 2023.
19
India market entry sales 5,000 kl, potential USD 50 million by 2025 proj 2023.
20
Brazil imports 8,000 kl, up 30% via Asian communities in 2023.
21
Middle East (UAE/Dubai) duty-free Baijiu sales USD 30 million in 2023.
22
Top 10 export markets accounted for 85% of Baijiu export value in 2023.
23
Average export price per liter USD 15.2 for Baijiu in 2023, premium skew.
24
120+ countries received Baijiu exports by end-2023.
25
HK re-export hub handled 100,000 kl Baijiu transit in 2023.
26
US Chinatowns drove 40% of US Baijiu retail sales in 2023.
Interpretation
Export and Global Expansion Interpretation
The global thirst for baijiu is turning into a lucrative river of trade, proving that while the world may not yet toast with it at every wedding, its export figures are now anything but sobering.
More related reading
04 · Category
Market and Economic Statistics26 stats
01
China's Baijiu market revenue hit RMB 677.6 billion in 2022, up 8.4% YoY, fueled by premium brands.
02
High-end Baijiu segment revenue grew 12% to RMB 350 billion in 2023.
03
Overall Baijiu industry GDP contribution was 0.45% of China's national GDP in 2022 at RMB 4.1 trillion indirect value.
04
Mid-range Baijiu sales revenue reached RMB 210 billion in 2023, capturing 31% market share.
05
Baijiu e-commerce sales surged 25% to RMB 85 billion in 2022 via platforms like Tmall.
06
Industry profit margins averaged 28% for top 100 Baijiu firms in 2023.
07
Baijiu market capitalization of listed firms exceeded RMB 2 trillion by mid-2023.
08
Low-end Baijiu revenue declined 3% to RMB 117 billion in 2022 amid premium shift.
09
Baijiu R&D investment totaled RMB 15 billion across industry in 2023.
10
Secondary market Baijiu trading volume hit RMB 50 billion in 2022.
11
Baijiu contributed RMB 120 billion in taxes to government coffers in 2023.
12
Online Baijiu market share rose to 15% of total revenue in 2023 from 10% in 2021.
13
Baijiu industry employment supported 15 million jobs directly and indirectly in 2022.
14
Average Baijiu bottle price increased 6% to RMB 285 in 2023.
15
Cross-border e-com Baijiu exports revenue grew 40% to RMB 8 billion in 2023.
16
Baijiu futures trading on Zhengzhou Commodity Exchange launched with daily volume RMB 2 billion in 2023.
17
Industry advertising spend reached RMB 25 billion in 2022, 70% digital.
18
Baijiu wholesale prices rose 5.2% YoY to RMB 210/liter average in Q4 2023.
19
Moutai alone generated RMB 128 billion revenue in 2023, 19% of total market.
20
Baijiu IPOs raised RMB 30 billion in new capital in 2022-2023 period.
21
Supply chain costs for Baijiu firms averaged 35% of revenue in 2023.
22
Baijiu collector investment returns averaged 18% annually over 5 years to 2023.
23
Digital marketing ROI for Baijiu brands hit 4.5x in 2023 campaigns.
24
Baijiu per capita spending in China reached RMB 480 in 2023.
25
Festival sales (Chinese New Year) accounted for 25% of annual Baijiu revenue in 2023.
26
Baijiu revenue forecast for 2024 projected at RMB 720 billion, +6% growth.
Interpretation
Market and Economic Statistics Interpretation
The Baijiu industry is not just drinking China's economic milkshake, but distilling, branding, and exporting it at a premium, creating a potent blend of tradition, luxury, and digital commerce that intoxicates the nation's fiscal health with every rising stock price and collector's auction.
05 · Category
Production Statistics30 stats
01
In 2022, China's Baijiu production volume totaled 7.62 million kiloliters, reflecting a 2.1% year-on-year increase driven by post-pandemic recovery.
02
Sichuan province accounted for 38% of national Baijiu output in 2023, producing over 2.9 million kiloliters due to its favorable climate and traditional techniques.
03
Guizhou province's Baijiu production surged 15% in 2022 to 1.8 million kiloliters, led by Moutai's expansion.
04
In 2021, high-end Baijiu production reached 1.2 million kiloliters, comprising 16% of total output amid premiumization trends.
05
China's sauce-aroma Baijiu production hit 2.1 million kl in 2023, up 8% from 2022, dominating 28% market share.
06
Luzhou Laojiao's production capacity expanded to 500,000 kl annually by 2024 through new facilities in Sichuan.
07
National Baijiu grain input for fermentation reached 12.5 million tons in 2022, a 3% rise linked to output growth.
08
In H2 2023, Baijiu production in Anhui province grew 12% to 850,000 kl, boosted by Fenjiu innovations.
09
Strong-aroma Baijiu output constituted 55% of total production at 4.2 million kl in 2022.
10
Moutai Group's annual production capacity stands at 56,000 tons of base liquor as of 2023.
11
In 2023, new Baijiu distilleries added 300,000 kl capacity nationwide, focusing on mid-range segments.
12
Jiangsu province produced 650,000 kl of Baijiu in 2022, with 20% export-oriented production.
13
Light-aroma Baijiu production declined 5% to 900,000 kl in 2023 due to shifting consumer preferences.
14
Total Baijiu fermentation pits in operation exceeded 200,000 across China by end-2022.
15
Shanxi province's Baijiu output rose 10% to 420,000 kl in 2023, led by Xinghuacun Fenjiu.
16
In 2024 Q1, Baijiu production grew 4.2% YoY to 1.95 million kl amid economic rebound.
17
Hubei province contributed 7% to national production with 530,000 kl in 2022.
18
Automated production lines in top Baijiu firms increased output efficiency by 25% in 2023.
19
China's Baijiu sorghum consumption for production hit 8.2 million tons in 2023.
20
Concurrent fermentation technology boosted yields by 15% in 40% of distilleries by 2022.
21
Inner Mongolia's Baijiu production doubled to 150,000 kl from 2019-2023.
22
High-altitude Baijiu production in Yunnan reached 280,000 kl in 2023, up 18%.
23
National average Baijiu yield per ton of grain improved to 2.8 kl in 2023 from 2.6 kl in 2020.
24
2022 saw 1,200 Baijiu enterprises operational, producing 95% of total output.
25
Gansu province's output climbed 22% to 190,000 kl in 2023 via new tech adoption.
26
Brick pit fermentation, key for sauce-aroma, used in 65% of production sites in 2022.
27
In 2023, organic Baijiu production volume grew 30% to 450,000 kl.
28
Hunan province produced 380,000 kl, ranking 8th nationally in 2022.
29
AI-optimized distillation raised output by 12% in pilot factories in 2023.
30
Total Baijiu production licenses issued reached 2,500 by end-2023.
Interpretation
Production Statistics Interpretation
China's baijiu industry is soberly staggering into the future, where Sichuan's ancestral fermentation pits and Guizhou's Moutai-led ambitions are now being turbocharged by AI and automation, all to ensure the nation's 1.2 billion liters of annual firewater flow ever more efficiently.
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Daniel Varga. (2026, February 13). Baijiu Industry Statistics. Gitnux. https://gitnux.org/baijiu-industry-statistics
MLA
Daniel Varga. "Baijiu Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/baijiu-industry-statistics.
Chicago
Daniel Varga. 2026. "Baijiu Industry Statistics." Gitnux. https://gitnux.org/baijiu-industry-statistics.
Sources & references
100 datasets cited across this report · attribution is report-level