拼酒 – “Peer Pressure Drinking” Amongst Chinese Youth

(photo credit, yvonne85)

With the spread of various types of pubs, clubs, and Karaoke KTV’s in China, alcohol has became a common beverage amongst China’s 80′s and 90′s generations. Bars and KTV’s are filled with vodka, whiskey and wine, and accompanied by quite popular drinking games among young people. Drinking games like dice and the finger guessing game, or gan bei after gan bei, all form a unique “拼酒” culture: who can drink the most, and who’s still standing at the end of the night.

The Scot’s brew whiskey to taste life. Nowadays if they see how Chinese young people drink, they would be horribly upset. For the young Chinese who always hang out in bars and KTV’s, alcohol is a release, a tool for catharsis, and a drinking competition.

The 拼酒 culture of Chinese youth is not dissimilar from peer pressure in “western” drinking culture. It often begins when someone is trying to assimilate into a new group, make new friends, or have friendly competitions. Drink by drink, glass by glass, the one who is still standing at the end of the night has earned the admiration of his or her new friends.

(photo credit, le niners)

Among Chinese youth, Vodka, and especially Absolut Vodka has taken the place of baijiu in the 拼酒 culture. Absolut Vodka’s international look and fashionable bottles make this a popular gift amongst young people. Outside of bars it acts as a special decoration in the bedroom, and a tool to show off their refined alcohol “tastes”. Even if they can’t spell vodka, the bottle represents something much more in their lives. In lots of young Chinese people’s heart, Absolut Vodka has successfully seized the 拼酒 market.

(this article was compiled by drinking champion and eno marketer, Leon Ni)