By Erik Crouch
Image via Cognac-Expert
Nothing against baijiu (actually, this) but apparently the “the head-splitting sorghum-based firewater” just isn’t getting the job done any more. China’s boozy-palate has become more sophisticated over the past several years, leading to a 55% jump in cognac consumption between 2007 and 2011. At this rate, China is predicted to surpass the United States for top-tier fancy alcoholic dominance by 2020.
Jing Daily reports:
Currently, the US enjoys a strong lead in actual cognac consumption, tossing back 139 hectolitres of the brandy per year, far ahead second-place Singapore (82 hectolitres) and third-place consumer China (69 hectolitres).
However, owing to greater demand among China’s middle-aged, middle-class male consumers and—surprisingly—younger drinkers, cognac’s star is rising steadily in the Chinese Mainland following decades of popularity in Hong Kong. Some 2.3 million cases of cognac were sold in the Mainland in 2011.
The booming market, especially in fuerdai rich kids,has been boosted by endorsements like Taiwanese pop star Jolin Tsai’s “Remy Martin Limited Edition” bottle (above). Your humble writer will stick to his counterfeit baijiu with “hints of rubbing alcohol or formaldehyde,” thank you very much.