Few drinks are as widely consumed and misunderstood as baijiu. It is the national drink of China, but has hardly any foreign adherents. This lecture will demystify baijiu and tell the story how baijiu became the lifeblood of Chinese civilization. From the origins of Chinese alcohol culture 8000 years ago to the latest industry trends and the globalization of baijiu, Matthias Heger will give first-hand insight into the drink and the business of baijiu.

Matthias is the co-founder of Capital Spirits Limited, a Beijing based advisory firm focused on the internationalization of baijiu. Besides working with some of the largest state-owned enterprises of the Chinese spirits sector, Matthias has also founded Capital Spirits, the world’s first baijiu bar in the Beijing hutongs. (www.capitalspiritsbj.com)