On June 15, True Essence Foods and Guizhou Guotai Liquor Group launched a joint venture named Maritine Brands, introducing a new sauce-aroma baijiu product called Shāng. Founded by food technology entrepreneur Matt Rubin, True Essence Foods focuses on innovative food methods, while Guotai specializes in baijiu, China’s national spirit, which is the world’s most consumed liquor by volume.

Rubin has traveled extensively throughout China, especially in lesser-known areas, including the Guizhou province, where Guotai’s distillery is located. There, they aim to modernize baijiu production, integrating advanced automation comparable to top U.S. food production facilities. Together, they developed Shāng, which undergoes distillation and aging in China before being redistilled to create a whiskey base that is then matured in American oak barrels in Kentucky.

The new brand will feature two products: Dàn Yǎ, aged in charred American oak for one month to a year, and Shāng East + West, a blend of jiàngxiāng whiskey and American red sorghum whiskey.

Rubin believes Shāng can appeal to younger consumers in both China and the U.S. As interest in Western spirits grows in China, younger people are looking for innovative options beyond traditional baijiu. In the American market, there is an increasing demand for unique flavors, including Asian-inspired beverages.

Nonetheless, introducing the new category, termed “jiàngxiāng whiskey,” presents challenges. With both baijiu and bourbon facing declining sales, Rubin aims to fill the gap and educate consumers about the complex flavors of baijiu. The product captures the essence of baijiu and presents it in a way palatable to a Western audience.

Shāng will be available for pre-order online at shangwhiskey.com. Dàn Yǎ is priced at $64.99 for a 500mL bottle, while Shāng East + West will retail for $45.99.