CAMUS’ specialty concept brand exclusive to travel retail, whose mission is to Spread the Aromas of Baijiu Around the World.
What is Baijiu?
Not a drink but a category of drinks. Baijiu—白酒, pronounced bye-j’yo—is a drinks category that encompasses all traditional Chinese grain spirits. Baijiu is most commonly distilled from sorghum, but is also be made from rice, wheat, corn and millet. Made across China, a country that is roughly the same size as Europe, it is a diverse range of beverages. Baijiu production techniques differ significantly by region and style, and different types of baijiu can be as distinct as whiskey is to tequila.
It is the world’s most popular liquor by volume, with annual outputs that exceed the combined total of vodka and whisky. Baijiu and Western spirits, broadly defined, are fundamentally different alcohols. In a global context, baijiu is remarkably new and under-examined.
The Tale of Baijiu: A Journey Through Chinese History and Culture
Alcohol has been an integral part of Chinese culture for thousands of years, shaping and being shaped by its people. From the early days of ancient farmers in the Central Plain to the modern industry of the People's Republic, alcohol has permeated all aspects of Chinese life, influencing religion, art, philosophy, and politics. It has been used to forge alliances and topple kingdoms, and now, Chinese spirits are making their mark on the world. The story of baijiu is the story of China.
Jiahu: The World's Oldest Known Alcoholic Beverage
7000-5000 BCE: Long before recorded history, the Chinese were drinking alcohol. In Jiahu, Henan Province, people brewed a drink from rice, honey, grapes, and hawthorn fruit, which is now known as the world's oldest known alcoholic beverage. The ancients drank to transcend their reality, seeking a window into the spirit realm to commune with the gods and the dead.
The Invention of Jiu
~5000-1000 BCE: As Chinese civilization began to take shape, wine became increasingly prized. It was used not only to bridge worlds but also to bring together peoples. The ancient kings employed court brewers to craft drinks used to cement friendships and win over enemies. They made countless drinks, but one stood out: a grain alcohol fermented from naturally harvested yeast. They called it jiu.
The Golden Age of Huangjiu
1st millennium CE: The Chinese kingdoms had been united into a vast empire, and huangjiu—sweet grain wine—reigned supreme. Under the Han, Tang, and Song dynasties, huangjiu inspired painters and poets, and drinking became a secular battlefield. Confucianists advocated moderation, while Daoists preached enlightenment through drunkenness. The poet Li Bai embodied the sublime beauty of the latter school, transforming solitary drinking into raucous communion with the moon and shadows.
The Discovery of Distillation
13th century: The Mongol hordes of Genghis Khan and his disciples swept into China, spreading across Central Asia and descending on the Middle East, where chemists had unlocked the secrets of alcohol distillation. The conquerors soon spread distilled spirits throughout the Mongol Khanate. However, the archaeological evidence is murkier, suggesting that distillation may have arrived earlier via trade routes or even been a domestic Chinese invention.
The Birth of Baijiu
The Ming Dynasty (1368-1644): The earliest spirits in China were likely some variation of Middle Eastern arak, but China's brewers wasted no time in refining their techniques. Thousands of years of folk knowledge were tweaked and adapted to incorporate the wine still, and the essence of huangjiu was extracted. By the Ming Dynasty, it had become a potent drink known as shaojiu, or "burnt wine." Today, we call it baijiu.
The Spread of Baijiu
1644-1948: Baijiu spread throughout the empire, adapting to the tastes and traditions of the locals and transforming into several unique styles of liquor. A class division emerged: the aristocratic elite still preferred quaffing huangjiu, while the peasantry favored the raw power and value of baijiu.
The Drink of the People
1949: The People's Republic of China was born, and with the elevation of the proletariat came the elevation of their favorite drink. The state modernized Chinese spirits, setting up regional distilleries throughout the country. Techniques that had only been passed down from master to apprentice were recorded and codified, and styles were sorted and classified. Production standards and quality rose, and national baijiu brands gained prominence.
Baijiu Goes Global
Today: A tradition deeply rooted in place is venturing out into the world. For the first time, Chinese born in the north can easily drink the baijiu of the south, and vice versa. Baijiu distilleries have started to export their products to various countries, aiming to reach not only the Chinese Diaspora but also new international consumers.
