Baiju maker to target under-30s in Thailand launch

By RJ Whitehead

- Last updated on GMT

Related tags: Alcoholic beverage

Baiju maker to target under-30s in Thailand launch
Joybo baiju will soon bring its bizarre marketing to Thailand, where it is planning to attract young spirits drinkers.

The distilled wine brand, known in its native China for advertising slogans such as "I drink all people under the table only to have a chance to whisper to you​” and "What I want to say most is in my eyes, in my drafts, in my dreams and in the bottle​”, is especially popular among social-savvy under-30s.

Its promoters have already held a series of promotional events at fashionable venues in Phuket and Chiang Mai to show off the drink. In China, baiju is traditionally seen as an expensive drink that only members of the establishment can afford.

Like single malt whiskey, this it also uses a single raw material, red glutinous sorghum cultivated in Chongqing, though it is lower in alcohol, with a creamy, light and refreshing taste.

The company said Joybo's lower abv is more "in-line with young people's drinking habits and the international trend of wine and spirits​”.

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