Wuliangye has launched a "new move": exploring more possibilities for Baijiu

In a middle school physics classroom, concepts like tension, density, form, velocity, and principles—rational symbols etched into campus memories—are also a simple interpretation of the laws governing all things.

But when these science-soaked terms meet the liquor-literary tradition that has been steeped for thousands of years, their rational stiffness fades away, letting that thousand-year jade nectar enter everyday life and the public’s view in a brand-new guise.

Recently, the popular science video column 《Baijiu Lab》 launched by Wuliangye has, as a first-of-its-kind initiative in the baijiu industry, used the pursuit of truth through physics to decode the internal texture of baijiu and rebuild its value narrative, drawing widespread attention both within and outside the industry.

This creative practice, stepping beyond the usual, does not lay out cultural allusions; instead, it uses science as the pen and experiments as the ink, enabling consumers to intuitively understand the quality core of baijiu. It also forges a new path of cultural innovation for the entire baijiu industry—one that combines warmth and breadth.

An experiment is not only about seeking truth through science, but also about a business seeking realism

For thousands of years, the transmission of baijiu culture has always carried both the warmth of craft inheritance and the far-reaching historical and cultural lineage. Yet it has also often left the general public separated from baijiu culture by a layer of hazy distance.

Thus, “it’s hard to make sense of the logic within the liquor” has become a common impression consumers have of baijiu culture, and people’s understanding of baijiu quality has stayed at a vague level. Wuliangye’s newly built 《Baijiu Lab》 is precisely breaking this constraint, providing a distinctive path.

Zhao Dong, Technical Chief Advisor of Wuliangye Co., Ltd.

As we understand it, 《Baijiu Lab》 is an independently created in-depth popular science segment by Wuliangye. It has already successfully released its first batch of featured video content. The column is hosted by Zhao Dong, Technical Chief Advisor of Wuliangye Co., Ltd., as well as a Chinese master distiller, a representative inheritor of a national-level intangible cultural heritage. Professional personnel specializing in physics and chemistry also join in conducting the experiments; the videos combine professional depth with educational value.

In the first episode, “Is it reliable to evaluate the quality of liquor by wine flower?”, Wuliangye’s baijiu lab experts and members use professional experimental instruments and rigorous operational procedures to break down—one by one, through physical logic—the relationships among the baijiu’s tension, the liquor’s density, the size of the wine flowers, and the baijiu’s alcohol content.

From the states of wine-flower gathering and dispersing in liquors of different alcohol contents, to the subtle trajectories of molecular motion within the liquor—every step is grounded in scientific evidence, and every conclusion is supported by data. This lets consumers, through a screen no larger than a palm, understand the scientific principles behind baijiu quality.

It can be said that in this case, Wuliangye uses video as its vessel, carrying the spirit of seeking truth through scientific experiments, to deliver the quality core of baijiu to the public. It is far from a mere marketing idea; it is the sincere expression of a company that is “skilled in quality and grounded in craft,” its most honest and straightforward way of returning baijiu quality to its rational essence—establishing brand trust on scientific proof—revealing the steadiness and responsibility of a leading player in the industry.

One innovation is an expression of craftsmanship, and also an industry-leading move

In 2026, amid waves of changing consumer demands and the reshaping of market structure, the baijiu industry is facing an era-long exam question about “finding.” Every company is bending down to explore: finding new paths to break through channel bottlenecks, finding new ways to spread culture, finding new driving forces for high-quality development… And Wuliangye, always with the posture of an industry leader, stands at the forefront of the tide, brave enough to be first. With repeated innovations, it leads the industry toward high-quality development.

Looking back to August 2025, Wuliangye · Yijian Qingxin wowed audiences upon its release, using a gentle and smooth taste and modern, trendy design that meets consumers’ desire to take care of themselves. It sparked a new trend toward lower-alcohol baijiu products, setting a new benchmark for innovation in baijiu offerings.

Today, with 《Baijiu Lab》 innovatively launched once again, it can be called Wuliangye’s another major breakthrough in the dimension of cultural expression. By using science language that is easy for the public to understand, it translates the essence of baijiu craft and cultural depth, so that thousand-year baijiu culture is no longer just ancient symbols inside books, but instead becomes a kind of everyday learning that can be sensed, understood, and felt with warmth.

This innovation is also far from a superficial shift in form; it reflects a deep insight into the development logic and course of the baijiu industry. It is a vivid practice of enabling traditional industries with technology and enabling brand value with culture.

Like a pebble dropped into the industry, it stirs ripples of innovation, prompting many baijiu companies to rethink the paradigm of how baijiu culture is expressed. It drives the industry to transition from experience-driven to science-driven, so that while Chinese baijiu holds fast to craftsmanship, it can also, with the help of technology, step onto a broader stage of the times.

In the view of industry practitioners, 《Baijiu Lab》 is a “new kind of work” Wuliangye has put together. It is not only an innovative expression of the brand, but also a way of interpreting the vitality of traditional baijiu—sticking to the right direction without clinging to outdated tradition; innovating without straying from its roots.

We believe that under the leadership of leading baijiu enterprises like Wuliangye, more and more baijiu companies will move forward steadily through preserving tradition and innovating. The baijiu industry will also unlock more possibilities for development. And the fragrant richness of Chinese baijiu will traverse the long river of years, seeping into more people’s everyday, down-to-earth lives.

Editor: Lin Sen

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