Baijiu

At Moutai’s 2024 shareholder meeting, Chairman Zhang Deqin addressed younger generations’ aversion to *baijiu*, noting their rejection stems from hierarchical drinking rituals rather than the liquor itself. Industry leaders argue young professionals adopt *baijiu* as they mature and assume leadership roles, mirroring Gen X’s earlier skepticism before market dominance. While Moutai maintains tradition through cultural partnerships, competitors target youth with low-alcohol variants and digital strategies. Analysts highlight a generational shift: younger consumers aren’t abandoning alcohol but redefining social drinking through alternatives like cocktails, challenging *baijiu* brands to adapt rather than expecting assimilation. (99 words)