AsianFin -- China’s leading baijiu distillers, including Wuliangye Group and Yanghe Brewery, are rolling out lower-alcohol versions of the fiery traditional spirit in a bid to capture the country’s younger consumers.

Wuliangye yesterday unveiled a baijiu with just 29% alcohol by volume (ABV), appointing pop star G.E.M. as its global spokesperson to boost youth appeal. Yanghe has also introduced several products at 33.8% ABV earlier this spring.

They are not alone. At least four other rivals have launched lighter versions of baijiu in the past month, with Gujinggong Liquor debuting a spirit at 26% ABV earlier this month.

The moves reflect a broader industry push to adapt baijiu — long associated with strong flavors and high proof — to shifting consumer preferences for milder drinks.