China’s Liquor Market Collapses! ‘King of Cheap Liquor’ Is Dead, Even $2/Bottle Is Too Expensive
China’s Liquor Market Collapses! ‘King of Cheap Liquor’ Is Dead, Even $2/Bottle Is Too Expensive
Udumbara
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The Chinese white spirit "Niulanshan Erguotou," priced at just over ten yuan per bottle, has earned the nickname "the poor man's Moutai" and "the king of cheap liquor." Erguotou is a type of sorghum liquor. Its flagship product, "Bai Niu Er," achieved sales exceeding ten billion yuan in 2019, making it one of the top-selling white spirits in China. At that time, aside from the premium Moutai, "Bai Niu Er" was one of only a few brands to reach this significant sales milestone in the Chinese liquor industry.
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