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A global trend towards no/low-alcohol beverages is reshaping the alcohol industry. Driven by rising health consciousness, consumers are actively reducing alcohol intake. Market reports predict rapid growth for this category, with major producers like AB InBev setting ambitious targets for no/low-alcohol products.

In China, leading baijiu companies such as Moutai and Wuliangye are beginning to explore this new frontier with low-alcohol or alcohol-free experiments.

However, significant challenges remain. The core difficulty is replicating the complex flavor profile of traditional baijiu, which relies on ethanol as both a flavor carrier and participant. Current dealcoholization methods often strip away volatile compounds, resulting in a watery taste, weak aroma, and lack of the characteristic baijiu "burn" and lingering aftertaste.

Market opinions are divided. Some question if alcohol-free baijiu can fulfill the cultural and social roles of traditional baijiu, potentially making it a niche product. Others see a "blue ocean" opportunity to attract new consumer groups—like Gen Z, women, or health-focused individuals—and expand into new scenarios such as casual lunches, post-workout refreshment, or driving-friendly gatherings.

For the industry to succeed, focusing on technological R&D for better flavor retention is crucial. Clear product positioning, exploring new formats like RTD (ready-to-drink) options, targeted marketing for new consumption scenarios, and sensible pricing will be key.

Ultimately, alcohol-free baijiu is unlikely to replace its traditional counterpart. Instead, its real potential lies in creating a new space, allowing the distinctive baijiu flavor to be enjoyed freely beyond traditional drinking customs.