Chinese baijiu producer Langjiu staged a branded hospitality event at Flemington Racecourse during Melbourne Cup Day, marking one of the more visible international pushes by a Chinese spirits brand into the Australian market. Representatives from Australian business and government circles, China-Australia trade organizations, and diplomatic communities attended the event, titled "Chinese Lang: A Toast to the World" and "Langjiu · Melbourne Cup Carnival 2026."
The Event
Guests at the trackside hospitality venue participated in baijiu tastings and received an introduction to Langjiu's production history, distilling techniques, and cultural heritage rooted in Chengdu, Sichuan Province. Fu Rao, vice chairman of Sichuan Langjiu Co., Ltd., framed the gathering around the spirit's social role: "Baijiu is more than a drink to be enjoyed at the table; it is a way of sharing culture and building friendships."
Liu Dongyuan, deputy consul-general of the Chinese Consulate-General in Melbourne, highlighted the multicultural dimension of the event's setting: "It is representing the culture of Australia, the culture of modernity, and the multiculturalism. In this multicultural event, we have the Chinese colour in this rainbow."
Why It Matters for Operators
For beverage importers, bar operators, and hospitality buyers tracking emerging spirits categories, Langjiu's Melbourne Cup activation signals a continued effort by premium Chinese baijiu brands to build Western consumer awareness through experiential marketing rather than conventional retail or on-premise channels. The Melbourne Cup Carnival — one of the southern hemisphere's most prominent sporting and social events — provides a high-profile, multicultural audience that Chinese spirits producers have rarely engaged at this scale.
Adam Forsyth, chief financial officer of the Victoria Racing Club, acknowledged the event's commercial logic: "Melbourne is renowned for being a multicultural center of Australia and also the southern hemisphere. We have many Chinese nationals, and that continues to grow." Forsyth added that the club is seeing increased demand from tourism and business partnerships.
Fu Rao confirmed that Australia represents a meaningful component of Langjiu's overseas market strategy, calling it an important trading partner for China and a priority for international expansion.
Baijiu's Global Trajectory
Baijiu remains the world's most consumed distilled spirit by volume — driven almost entirely by domestic Chinese consumption — but brands like Langjiu and category leader Moutai have been investing in international visibility for several years. High-end experiential events at globally recognized venues are a central tactic, allowing producers to reach both Chinese diaspora communities and non-Chinese consumers who may be encountering the spirit for the first time.
For U.S. and international restaurant and hospitality operators watching the premium spirits landscape, baijiu's slow-building Western presence is worth monitoring. As Chinese outbound tourism recovers and diaspora dining continues to grow, on-premise demand for authentic Chinese spirits at upscale venues could develop more quickly than conventional import timelines suggest. Importers and beverage directors who want early-mover advantage in the category may find events like Langjiu's Melbourne Cup activation a useful signal of where premium positioning is headed.
This coverage is produced in partnership with Food & Beverage Magazine, which tracks emerging spirits and beverage trends for the global trade.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
