Chinese Beer Culture: A Unique Drinking Experience

Alcohol consumption in China has increased by 70% since 1990, and the country is projected to surpass the US for per capita intake by 2030. Beer is a popular drink in China, with the country being home to the world's best-selling beer, Snow. However, the most popular alcoholic beverage in China is a traditional Chinese spirit called Baijiu, which is typically consumed at social functions and business meetings. The drinking culture in China is ritualized and purposeful, with drinking being an integral part of the country's social and business customs.

Chinese drinking culture is ritualized and purposeful, with drinking being an integral part of the culture

Drinking is an integral part of Chinese culture, with a long history of alcohol consumption that dates back thousands of years. Chinese drinking culture is ritualized and purposeful, with specific rules and etiquette that must be followed.

Unlike the more freestyle way of drinking in the West, Chinese drinking culture is more controlled and ritualized. The emphasis is not on the taste of the drink but on the people involved and the relationships that are formed and strengthened through the act of drinking together. This reflects the collectivist culture in China, where social connections are highly valued.

Drinking is considered an important part of social gatherings, family celebrations, and business meetings in China. It is seen as a way to build and maintain relationships, and alcohol is often consumed during group meals, business functions, weddings, birthdays, and other special occasions. One of the most famous Chinese proverbs, "酒逢知己千杯少" (Jiǔ féng zhījǐ qiān bēi shǎo), translates to "with a close friend, a thousand cups of wine is far too little", highlighting the importance of drinking in forming and maintaining social bonds.

When drinking in China, it is considered rude to start eating or drinking before everyone in the group has their food and beverages ready. It is also generally impolite to drink before the host makes a toast, especially in formal settings. The first toast is usually an "empty cup" or "ganbei", which is a sign of respect and a way to start the meal or event. "Ganbei" literally translates to "empty cup" and is used to encourage guests to finish their entire glass. While it is not necessary to finish the drink, it is considered rude to not take at least a sip when offered a toast.

Another important aspect of Chinese drinking culture is the use of both hands when giving or receiving a cup, with the right hand being used as a sign of respect and the glass held at a lower position than others, especially the host. The left hand can also be placed underneath the cup for extra formality. Refusing a drink can be considered rude, and it is important to be tactful and respectful when declining.

In addition to the social aspects of drinking, alcohol has also played a significant role in Chinese history, art, and religion. Chinese alcohol predates recorded history, and archaeological evidence suggests that early beers made from rice, honey, grapes, and hawthorn were consumed in the Neolithic period. Alcohol has been mentioned in ancient Chinese literature and poetry, and it is believed to have influenced the creation of art and calligraphy.

Today, China has a rapidly growing wine and spirits market, with both local and foreign brands gaining popularity. While traditional drinks like baijiu remain popular, there is an increasing demand for imported spirits, craft beers, and premium alcoholic beverages, especially among the growing middle class.

Alcohol is used to build connections and strengthen relationships, with drinking together viewed as a sign of respect

Alcohol is deeply ingrained in Chinese culture and is used as a tool to build connections and strengthen relationships. The Chinese proverb, "酒逢知己千杯少" (Jiǔ féng zhījǐ qiān bēi shǎo), translates to "with a close friend, a thousand cups of wine is far too little", encapsulating the role of alcohol in fostering social bonds. Drinking is a common activity during group meals and events, with alcohol viewed as a way to celebrate special occasions and strengthen friendships.

The practice of drinking together is considered a sign of respect and an integral part of Chinese etiquette. In a dining setting, it is customary to wait for everyone's beverages to be prepared before starting, demonstrating consideration for others. Toasting is a significant aspect of Chinese drinking culture, with the first toast often being an "empty cup" or ganbei as a sign of respect. The phrase "ganbei" translates to "cheers" or "bottoms up", encouraging guests to finish their drinks. Using both hands when toasting and ensuring the glass is at a lower position than others, especially the host, are important signs of respect.

The host or friends will often automatically refill each other's glasses, even without a request, as a form of hospitality. Drinking alcohol is also associated with showing sincerity and genuineness in Chinese culture. The amount of alcohol consumed can be perceived as a measure of trust and respect for one's companions. Urging others to drink, known as "quanjiu", is a norm and an expression of friendship, although it may be seen as peer pressure in Western culture.

In the business world, alcohol plays a pivotal role in building connections and establishing trust between companies and clients. It is not uncommon for companies to have designated drinking employees or for juniors to act as proxy drinkers for their seniors during work banquets, networking events, and client dinners. Successful business deals are frequently facilitated through the sharing of alcoholic beverages.

The drinking culture in China differs from the West, with a more controlled, ritualized, and purposeful approach. While the famous Chinese spirit Baijiu remains a favourite, the country has also witnessed a growing preference for beverages with lower alcohol content, such as craft beers, and a shift towards premium and imported alcoholic beverages.

China has a long history of alcoholic drinks, including beer, which dates back to the Neolithic period

Alcohol has a rich and complex history in China, with long-established traditions and etiquette surrounding its consumption. China has a long history of alcoholic drinks, including beer, which dates back to the Neolithic period.

Recent archaeological findings show that Chinese villagers were brewing beer-type drinks as far back as 7000 BC, with some evidence suggesting that early beers were consumed as early as 9000 years ago. These early beers were made from rice, honey, grapes, and hawthorn fruits and were produced similarly to those in ancient Egypt and Mesopotamia. Beer was the dominant alcoholic beverage in China through the Han dynasty, after which it was replaced by rice wine.

The character "jiu" refers to any drink containing ethanol and was generally applied to drinks made from fermented millet in Old Chinese. By the time of the Jin and Southern Song dynasties, when distillation was first used in China, the pronunciation had changed to "tsjuw." While "jiu" is often translated as "wine" in English, in present-day Mandarin, it typically refers to pure alcohol, hard liquors, and strong rice wine.

Beer brewing in China was influenced by European and Russian immigrants in the late 19th and early 20th centuries, who established breweries in cities like Harbin and Qingdao. Modern Chinese beers often contain rice, sorghum, and sometimes rye in addition to barley. The craft beer scene in China has also been growing, with Beijing and Shanghai at the forefront of this movement.

Alcohol consumption in China is deeply rooted in social and celebratory gatherings and has been an integral part of Chinese culture. Drinking is considered an essential aspect of building and maintaining relationships, whether with friends, family, partners, or professional connections. Toasting is a common practice during meals and other social events, with the term "ganbei" used to encourage guests to finish their drinks.

Baijiu, a strong, clear alcohol distilled from sorghum, is the most common alcohol in China and is a staple at social functions. Huangjiu, or "yellow wine," is another popular alcoholic beverage, especially in Shanghai, and is made from fermented rice or wheat.

China has a diverse range of alcoholic drinks, including various wines, liquors, and beers, each with its unique cultural significance and traditions. The country's drinking culture is an essential aspect of social life and has evolved over centuries, reflecting the rich history and diversity of Chinese society.

Baijiu, a strong, clear alcohol distilled from sorghum, is the most popular alcoholic drink in China

Baijiu is a colourless liquor that usually comes in between 35% and 60% alcohol by volume (ABV). It is traditionally served neat at room temperature in small cups or glasses, and drunk with food rather than on its own. It is often infused with fruit or medicinal herbs and spices.

Baijiu is not a singular type of drink, but a whole class of liquors. There are four widely recognised flavour types: rice, light, strong, and sauce. However, there is a wide spectrum of flavours, from floral and fruity to savoury and spiced.

Baijiu has a long history in China, dating back over 5,000 years. It is typically distilled from a variety of grains, including sorghum, rice, corn, wheat, and sometimes a single grain. It is categorised by its aroma rather than what it is made from. The key aroma types are rice (light and sweet), light (punchy, often over 50% ABV), strong (complex and aromatic), and sauce (herbal, with notes of soy sauce).

Baijiu is usually drunk neat during dinner in China, but it is becoming more widely available internationally. It is often consumed in large gatherings and paired with a multi-course meal. It is customary to finish the glass after a toast, and it is considered rude not to at least take a sip when offered a drink.

The Chinese alcohol market is growing, with a notable increase in imported spirits and a shift towards beverages with lower alcohol content

Alcohol has been a part of Chinese culture, life, art, and philosophy throughout the country's history. China's alcohol market is currently experiencing significant growth, with a shift in consumer preferences from traditional spirits like Baijiu to a broader range of beverages, including wine, spirits, and hard seltzer. This diversification reflects an increasing demand for premium and imported brands, with consumers showing a preference for foreign alcoholic beverages that are not produced locally.

The spirits market in China is the leading sector in the beverage industry, generating approximately RMB 1.1 trillion in revenue as of July 2023. While Baijiu remains the most consumed alcoholic drink in China, accounting for 94% of total sales value in 2022, the market is also witnessing a growing demand for imported spirits. This trend is driven by a desire for authenticity, perceived higher quality, and the prestige associated with foreign brands. As a result, international spirits brands have been expanding their presence in China and launching targeted marketing campaigns to capitalise on this shift in consumer behaviour.

In addition to the increasing popularity of imported spirits, there is also a growing demand for healthier and low-alcohol options among health-conscious consumers. This trend aligns with the global shift towards healthier lifestyles and reflects changing attitudes towards alcohol consumption. Lighter alcoholic beverages such as beer and cider, often imported, are gaining traction, with a significant increase in craft beer houses in China in recent years.

The revenue generated by the spirits market in China is expected to continue growing, with a projected annual growth rate of 1.42% from 2024 to 2028. This growth is driven by changing consumer preferences, emerging trends, and local special circumstances, such as the strong emphasis on socialising and business networking in Chinese drinking culture. The increasing demand for premium and imported spirits, coupled with the trend towards lower-alcohol options, presents lucrative opportunities for both domestic and international spirits brands to capitalise on the evolving Chinese market.

Frequently asked questions