Jiugui Liquor, from western Hunan, is the typical producer of fuyu aroma (馥郁香) baijiu, 'rich and complex fragrance', a style often described as strong aroma at the start, light aroma in the middle and sauce aroma at the finish. The company is known both for its brewing technique and for its distinctive packaging. Its controlling shareholder is COFCO, China's state food and grain group.
The name
酒鬼 literally means 'wine ghost', a common Chinese expression for a heavy drinker, a playful and memorable name for a baijiu.
Miao culture
Jiugui comes from Xiangxi, home to the Miao people, famous for their silver ornaments. A bottle launched in 2021 reproduces a Miao headdress, necklace and shoulder plate, and won an iF design award.