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Food & Beverage

Deft branding fuels Moutai as China's most valuable manufacturer

Baijiu speculators help push distiller's valuation past Coca-Cola's

GUANGZHOU -- When the coronavirus pandemic shut down bars and restaurants earlier this year, a Guangzhou woman surnamed Tan fell in love with crafting her own cocktails. The 31-year-old pours baijiu into a glass with grapes, dragon fruit and a lactic acid drink.

One of her brands of choice is Chongqing Jiangji Distillery's Jiangxiaobai, which, at 20 yuan -- less than $3 -- for a 100-milliliter bottle, is popular among younger drinkers. Many of China's 1,400-plus baijiu makers have expanded their lineups to shake the sorghum-based spirit's old-fashioned image and appeal to a broader audience.

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