JOYOUTH from Xianglaobai is a light-aroma baijiu, and one of the most prominent that’s targeting younger drinkers. The founder Tao Shiquan is on a mission to get baijiu into the hands – and glasses, and cocktails – of China’s millennial. Their baijiu is in very non-traditional bottle designs, and they do a lot of event sponsorship of music festivals. They’re expanding to the west too, launching in 2019.
Their distributors have kindly sent us some samples that we’ve shared at tastings. They’ve also launched a mixology effort, and have contributed some cocktail recipes.
So: how does it taste? It’s smooth and palatable. Joyouth is perhaps a little flat in its flavor profile. It’s at 80 proof, so the lower alcohol content (for baijiu!) helps that smoothness. The strongest note we detected was a nutty tone – perhaps peanut butter?
Find it: JOYOUTH isn’t available in retail stores yet, but is launching in 2019.
Tried it? Leave a review below!
nose: restrained, not too much alcohol
finish: burns off very slowly
slippery windshield fluid.
fucking great! so smooth, I can’t believe it in all my life, I’ve never heard this category, it’s gonna to change the World! tell me where I can buy it, and take my money!!!
Smells buttery. Strength-wise, it’s rather weak for a light aroma (think of a Scottish Speyside whiskey) , but still has that distinctive sorghum liquor taste. I suppose it’s a gentle way to introduce a friend to baijiu and it’s better than vodka, but that’s all. ‘Scuse me while I grab myself some REAL baijiu, this old millennial aint settling for the pansy stuff.
I thought it was really good. It’s a very smooth drinking experience with a distinctive enough aroma.
Haha, im from China, of course I like! here it’s very famous brand, for the young people!
The taste is very light, it is good for easy drinking, also for people who don’t know the baijiu so well.