The fifth World Baijiu Day falls on Friday – the pronunciation of the numbers “eight” and “nine”, representing the date, is similar to that of baijiu, or white liquor.
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This year, pubs, bars and restaurants in over 30 cities around the world, including Beijing, Shanghai, London and Stockholm, are celebrating the festival with baiju-inspired cocktails, infusions, liqueurs, gelatos, chocolate and pizza.
Canadian Jim Boyce, who has lived in Beijing for over a decade, launched World Baijiu Day in 2015 to promote the liquor’s culture outside China.
“China’s national spirit, baijiu, represents about one-third of global spirits’ sales but is little known beyond its home base of China. World Baijiu Day aims to change that with events in dozens of cities,” said Boyce, a consultant in the wine business.