Chinese Liquor Culture Canada Association (CLCCA) launched in November, plans to establish new trade routes for baijiu to expand the global footprint of Chinese distilleries.

At its launch event, the association set out its three primary initiatives: the opening of Canada’s first Chinese Liquor Experience Centre; the Third Chinese Aged Liquor Exhibition and Charity Auction in January 2025; and the launch of a local Chinese liquor production base.

Wan Bing is president of the newly-formed CLCCA. Bing has been promoting Chinese spirits in Canada since 2010 when he founded a company dedicated to introducing baijiu to the country’s consumers.

“At the time, Canadian awareness of baijiu was minimal,” he told China Daily. “I saw an opportunity to share this unique aspect of Chinese culture and create connections through a shared appreciation of fine spirits.”

He said that the new association would introduce baijiu to Canadian consumers “as part of a bigger narrative about Chinese culture”.

The CLCCA also wants to create economic opportunities for Chinese baijiu producers who are looking to export their products to Canada. Bing plans to establish new trade routes and expand the global footprint of Chinese distilleries. “We’re helping businesses thrive while promoting cultural heritage,” he said.

Bing believes that focusing on the cultural aspect of baijiu will also allow producers to better navigate Canada’s complex liquor laws. He said the country’s legislation makes it “difficult for new producers to enter the market”. The association therefore needs to “educate not just consumers but also regulators about baijiu’s cultural and commercial value”.

One of the association’s first initiatives will be a charity auction of vintage baijiu set to take place in 2025.

It also wants to focus on matching baijiu with Western cuisine to make it more accessible. The association also wants to highlight baijiu’s capacity to be used in mixed drinks and cocktails.

“We want to prove that baijiu can be adapted into different cultural contexts but still keep its identity,” he said.