New association brings Chinese baijiu to Canada

The newly-formed Chinese Liquor Culture Canada Association (CLCCA), which launched in November, plans to establish new trade routes for baijiu to expand the global footprint of Chinese distilleries. The CLCCA launched in Toronto on 23 November 2024. 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 ...