News & Events

Recently, a special training program on baijiu tasting and the dissemination of baijiu cultural influence, hosted by Moutai Institute and co-organized by Macau University of Science and Technology, was launched in Zhuhai, Guangdong. More than 50 participants, including liquor industry professionals, experts and scholars, and teaching and research staff from universities across the Guangdong-Hong Kong-Macao Greater Bay Area, attended the program.

Leveraging the unique geographical advantages of Zhuhai and Macao, the training program featured curricula focusing on baijiu tasting techniques, brewing processes, historical and cultural contexts, and brand communication, seamlessly integrating theoretical expertise with practical application. During the program, participants systematically studied professional tasting methodologies, including baijiu flavor recognition and sensory evaluation. They also gained an in-depth understanding of the brewing characteristics of major aroma profiles, such as sauce-aroma (Jiangxiang), as well as the historical origins and social value of baijiu within traditional Chinese culture. Furthermore, the program integrated current consumption trends and digital communication tools to explore how to enhance the reach and influence of Chinese baijiu culture in the Hong Kong, Macao, and international markets.

Participants generally expressed that the training offered substantial content and ample opportunities for exchange, which not only enhanced their professional competence but also strengthened connections and collaboration among liquor industry professionals in the Greater Bay Area, laying a foundation for jointly promoting Chinese baijiu to broader markets.

First Review  Xueting Zhao

                                                                                                                                                                                                                                           Second Review  Qing Ma

                                                                                                                                                                                                                                         Third Review   Jiangfang Wang