Sauce-Aroma Liquor Coffee Brews a Younger Face for Zunyi Baijiu Culture

Brief (coffeeyo.com): On August 8, at the hooo cafe in Huichuan District, Zunyi, cups of sauce-aroma coffee in varied colors and distinctive flavors drew customers to taste. Store manager Chen Weiwei hopes blending Guizhou’s signature sauce-aroma baijiu with coffee can become a key for more young people to appreciate the spirit.

On August 8, at the hooo cafe in Huichuan District, Zunyi, cups of sauce-aroma coffee in varied colors and distinctive flavors drew customers to taste. Store manager Chen Weiwei noted that sauce-aroma baijiu is itself a calling card of Guizhou, yet among its audience young people still seem few; blending sauce-aroma liquor with coffee, he hopes sauce-aroma coffee can become a key for more young people to understand the spirit.

Currently, hooo cafe features three sauce-aroma coffee drinks — one with milk, one with cream, and one dairy-free — offering consumers diverse choices. For the baijiu ingredient, the store insists on pure-grain-fermented Guizhou local brands; at this stage it mainly uses Zhenjiu and Moutai, with plans to partner with more quality local brands later.

Among them, “Zhen You Qian” pairs Guizhou Zhenjiu with northern-Guizhou litsea (mulan vine); the mellow sauce aroma blends with a wild mountain freshness, presenting a distinct Guizhou regional flavor. “Zhen Hao Huo” layers pineapple, fresh orange and Yirgacheffe coffee flavors, adding light milk to balance the mouthfeel, with fruity, floral and sauce aromas unfolding in layers. “Zhen Tao Qi” uses molecular-gastronomy technique to let the clean sweetness of Zhenjiu and grape juice release first, then interweave with the ceramic-jar sauce aroma and the soft caramel notes of cold-brew coffee for a warm, lingering finish.

“Sauce-aroma coffee already has good recognition locally in Zunyi, and draws attention from out-of-town visitors, especially young tourists — many come specifically to try it,” said Chen Weiwei.

In recent years, Huichuan District has dug into the core of baijiu culture, fusing local brewing craft with the coffee trend to build the “sauce-aroma coffee” distinctive consumption IP. In 2025, it held two sessions of the Sauce-Aroma Coffee Life & Culture Week, staging coffee-brewing competitions, cultural salons and other activities that balanced competitive professionalism, cultural depth and public fun. In three months, from Huichuan sauce-coffee 1.0 to 2.0, total foot traffic exceeded 130,000 visits; “checking in at sauce-aroma coffee” sparked a culture-tourism boom, pushing traditional baijiu culture to break out of its circle in a youthful, fashionable form.

Today, several coffee shops in Huichuan already offer sauce-aroma coffee. From a creative drink to a culture-tourism activity, sauce-aroma coffee is pushing baijiu culture into consumption scenes in a younger, more fashionable way, adding new flavor to Huichuan’s integrated liquor-and-tourism development.

Source: Tianyan News (reporter Wu Haoyu; edited by Cheng Peipei).

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