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!