Opportunities for Australian sorghum: From low value commodity to high value market share

Sorghum is largely considered in Australia to be a low value commodity, despite its importance to the Australian northern cropping system, and value as animal feed. However, sorghum’s true value to Australia may not yet have been realised. Internationally, certain varieties of sorghum are also used in products for human consumption, both domestically and commercially. One such use is in the production of baijiu, a popular Asian drink considered to be the national drink of China. The crystal clear alcoholic spirit is one of the oldest distilled liquors in the world and is inextricably entwined into Chinese culture and traditions, being associated with happiness and prosperity. While some varieties of the iconic drink sell for just a few dollars per bottle, higher end varieties with specific quality requirements retail for upwards of two thousand dollars a 750 mL bottle (Australian dollar equivalent). Whether the Australian industry decides to meet the evaluated demand by assuring supply, and generating appropriate quality parameters and assurances is yet to be seen. A quantitative survey of more than 2000 Chinese baijiu drinkers sought to understand some of the unique purchase and consumption characteristics of Chinese consumers of baijiu, with a focus on choices around culture, happiness and wellbeing.