Baijiu region
Hunan
湖南Húnán
Hunan Province · Xiangxi, the home of Jiugui and fuyu aroma
- Province
- Hunan Province
- Aroma type
- fuyu aroma
- Key area
- Xiangxi
- Distillery
- Jiugui
Hunan, in south-central China, is the home of Jiugui and of fuyu aroma (馥郁香), 'rich and complex fragrance', one of the twelve recognised baijiu aroma types. Fuyu aroma is often described as strong aroma at the start, light aroma in the middle and sauce aroma at the finish. Jiugui comes from Xiangxi, in western Hunan, home to the Miao people, whose culture inspires its packaging.
Jiugui
Jiugui Liquor is based near Jishou, in western Hunan, and is the typical producer of fuyu aroma baijiu, known for its distinctive brewing technique and for its packaging. Its main brands are Neican, Jiugui and Xiangquan. Its controlling shareholder is COFCO, China's state food and grain group.
Miao culture
Xiangxi is home to the Miao people, famous for their elaborate silver ornaments. One of Jiugui's bottles, launched in 2021, reproduces a Miao headdress, necklace and shoulder plate, and won an iF design award.
Spirits 烈酒
Hunan is home to the Goalong distillery, whose malts became in 2023 the first Chinese whiskies stocked by a UK retailer, The Whisky Exchange.
Sub-regions
Xiangxi (Jishou)湘西 · 吉首
Western Hunan; home of Jiugui and fuyu aroma baijiu.
Producers
Sources
- Jiugui Liquor Co Ltd — Morningstar, 2025
- Jiugui Xiangxi — iF Design Award, 2021
- The world of baijiu: aroma classification, its historical origins and contemporary relevance — Spirits Selection by Concours Mondial de Bruxelles
- Microbial and flavor characteristics of various baijiu types (Table 1) — Frontiers in Microbiology (PMC), 2022