World Baijiu Day promotes Chinese liquor

"I'm not an evangelist, I'm not trying to make people love baijiu. I just want them to try it and make up their own minds. And we like doing creative stuff, like baijiu-inspired beer. This gives us more ways to reach people," he said.

He said World Baijiu Day has no revenue and expenses, such as operation of an official website, are his own.

Boyce is glad to see that more cities and venues are involved in the annual festive occasion.

He recalled a bar owner from Shanghai, who’d joined the festival, was on vacation in Iceland recently. The bar owner sent him a photo of a local baijiu, and he managed to find the people who were serving the liquor. Now they are part of this year's festival.