A judge checks a goblet of spirit at the Concours Mondial de Bruxelles Guiyang 2015 Spirits Selection in Guiyang, Guizhou province, on Wednesday. (China Daily/Yang Xingbo)
Derek Sandha from the United States was dressed in a formal suit on Thursday morning in a hall so quiet you could hear yourself breathe.
In his hand, he held a glass of baijiu, and he studied it as if it were a piece of art. Then he closed his eyes, inhaled the aroma and finally tasted it with apparent satisfaction.
"It's amazing," he said.
Sandha was one of the panelists judging the Chinese alcoholic classic at the Concours Mondial de Bruxelles Guiyang 2015 Spirits Selection in Guizhou province.
The event, which kicked off on Wednesday in a region famous for its baijiu brands, has attracted global attention, with 1,397 spirits from 43 countries seeking recognition at one of the world's most authoritative spirit competitions.
It was the first time that baijiu officially became a category of spirits to be tasted.
The event was organized by Concours Mondial de Bruxelles, established in 1994 and dubbed the "United Nations of fine wines".
The previous selection by the organization was largely dominated by Western spirits, including whiskey, brandy and rum.
Since the flavor and aroma of baijiu－normally made from rice and sorghum－are dramatically different from the Western drinks, and the alcohol content of baijiu is much higher, at 52 percent, it was long misunderstood as "firewater".
But its reputation is growing. Given that the drinking culture in China has a long history, and baijiu is the No 1 spirit consumed worldwide by volume, "we cannot ignore the massive market", said Thierry Heins, the international project manager of Concours Mondial de Bruxelles.
"The first time I drank Chinese baijiu, it was hard to swallow, because the flavor is so different from Western spirits. Since I've learned about the culture and got used to it, I like to drink Chinese baijiu," Sandha said.
He suggested makers might want to lower its level of alcohol, or that people mix it with other drinks to make cocktails, for easier acceptance by Westerners.
Xie Yongwen, general engineer for Daohuaxiang, a brewer based in Hubei province, said baijiu can get to foreigners' tables with a little help from the government.
He said since many Chinese cities have built friendly relationships with cities overseas, spirits from the two sides could be part of an exchange of culture, thereby promoting baijiu to the world.
Chen Gang, Party head of Guiyang, the capital city of Guizhou province, also thought Chinese spirits could play a bigger role as an ambassador connecting cultures.
"Guizhou is opening itself to the world with unprecedented speed. The spirit selection provides a platform for Chinese baijiu and－especially for Guizhou－for competition and exchanges," Chen said. "The event will drive the integration of the local economy, culture and tourism, and build a more impressive image of Guizhou and Guiyang in the world."
