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Jiangxiaobai is a light-aroma baijiu (a type of Chinese distilled spirit) that originated from Chongqing, China. It was launched around 2012 by Jiangxiaobai Spirits Co., Ltd. The brand has positioned itself very differently from traditional baijiu makers, targeting a younger, more urban audience with a modern, minimalist approach.
Jiangxiaobai is made primarily from sorghum using a traditional Chinese fermentation process but refined to reduce the intensity and pungency. This makes it smoother and easier to drink for those not used to the sharp flavor of traditional baijiu.
Jiangxiaobai is known for its emotional and poetic marketing, often featuring quotes on bottles such as:
“I’m not good with words, but I miss you.”
“Drink a little wine, and forget a little pain.”
These lines appeal to young people’s sense of individuality, nostalgia, and emotion.
Jiangxiaobai has been expanding internationally, especially in Southeast Asia and even in parts of Europe. Its modern branding and smooth taste have helped it gain a foothold among people unfamiliar with Chinese spirits.
