Traditional Liquor Research Articles

Research on the Joint Crossover Marketing of Traditional Liquor Moutai and Modern Brand Luckin

This study delves into the innovative cross-border cooperation model between Moutai, a venerable liquor manufacturer with a storied history in China, and Luckin, a dynamic and rapidly expanding coffee chain. By examining their market positioning, consumer preferences, and brand values, the research aims to propose novel collaborative initiatives that can benefit both brands. The empirical findings suggest that this partnership holds significant potential for complementary market advantages, thereby enhancing the brand influence of each entity. Moutai, known for its traditional craftsmanship and premium quality, brings a rich heritage and strong brand loyalty to the table. On the other hand, Luckin, with its modern, tech-driven approach and widespread consumer base, introduces a fresh and innovative edge. The synergy between these two distinct brands can lead to unique product offerings and marketing strategies that appeal to a broader audience. The conclusion of this study not only offers strategic insights for the joint ventures of Moutai and Luckin but also serves as a valuable reference for other enterprises exploring cross-industry collaborations. By leveraging their respective strengths, Moutai and Luckin can create a powerful alliance that not only boosts their individual market presence but also sets a precedent for successful brand partnerships in the ever-evolving marketplace.

Initiation of Alcohol Consumption Among the Tribal Male Adolescents in Dooars Region of West Bengal: A Failure Event Analysis Approach.

Alcohol consumption is a significant social and health problem among tribal male adolescents. The Dooars region of West Bengal has the highest concentration of the tribal population. This study aimed to examine the role of various factors in the early initiation of alcohol consumption among tribal male adolescents. This study relied on primary data and included 600 tribal adolescents. To fulfil the objective, the Cox regression hazard model was employed. Additionally, hazard rates were calculated to identify the changing hazard rates over a specific age. The Kaplan-Meier failure graph was also used to illustrate the occurrence of alcohol consumption events among different groups of tribal adolescents. The risk of alcohol consumption was higher among tribal adolescents who dropped out of the educational system (HR: 2.94), did not participate in outdoor games (HR: 3.10), worked for pay (HR: 3.23), smoked (HR: 12.55), drank traditional liquor (HR: 3.61), and had siblings (HR: 4.27) or peers (HR: 3.60) who used substances or fathers who consumed alcohol (HR: 3.80). Unsupervised time with peers (HR: 3.61) and stress (HR: 3.61) also increased the risk of alcohol consumption. In contrast, self-esteem was found to be protective (HR: 0.93). The government has introduced various interventions and schemes to reduce alcohol consumption, but more targeted actions are needed at the household and individual levels. In the tea gardens of the Dooars region, NGOs and the government should promote education, organize extracurricular activities for adolescents' holistic development, and raise awareness in tribal communities about the harmful effects of alcohol consumption.

전통주 패키지 디자인에 나타난 한글 서예 변용에 관한 연구

Traditional Korean alcoholic beverages, or “traditional liquor,” constitute a significant part of Korean culture, with their packaging design serving as a crucial medium for conveying cultural values and brand identity. This study aims to examine how changes in the design of traditional liquor packaging influence the market positioning and consumer perception of these brands, focusing on the usage and versatility of Hangul Seo-yeh. With the growing interest of younger consumers in the traditional liquor market, there's an implication that when designers more systematically utilize Hangul Seo-yeh style and employ calligraphic techniques that encapsulate Korean identity, they can expand into broader domains. The objective of this research is to analyze the various forms and styles of Hangul Seo-yeh, calligraphy, and fonts that appear in traditional liquor packaging design. The methodology involves analyzing the packaging of the top 20 selling products in the categories of makgeolli, yakju, and distilled spirits (soju) based on data from the Korea Agro-Fisheries & Food Trade Corporation on Naver Shopping, spanning from August 30, 2021, to August 30, 2022. The results indicate that the combination of calligraphy and illustration accounts for the highest proportion, with the combination of Seo-yeh with illustration, and fonts with illustration also being significant design types. The overall usage rate of calligraphy was about 35.5%, with calligraphy at 43.5% and fonts at 21%. Frequency analysis of Seo-yeh styles revealed that a free style of Minche (민체) had the highest usage rate at 33.3%. These results demonstrate the importance of the adaptability of Seo-yeh style in traditional liquor package design, especially the need to break away from uniformity and explore unique aesthetics in the digital age. This study is expected to aid in improving the design strategies of traditional liquor brands and enhancing their market competitiveness. Future research tasks include exploring the extent of adaptability of Hangul Seo-yeh, the possibility of its integration with Hangul Seo-yeh style, and its combination with illustrations.

전통주 패키지 디자인에 나타난 한글 서예 변용에 관한 연구

Traditional Korean alcoholic beverages, or “traditional liquor,” constitute a significant part of Korean culture, with their packaging design serving as a crucial medium for conveying cultural values and brand identity. This study aims to examine how changes in the design of traditional liquor packaging influence the market positioning and consumer perception of these brands, focusing on the usage and versatility of Hangul Seo-yeh. With the growing interest of younger consumers in the traditional liquor market, there's an implication that when designers more systematically utilize Hangul Seo-yeh style and employ calligraphic techniques that encapsulate Korean identity, they can expand into broader domains. The objective of this research is to analyze the various forms and styles of Hangul Seo-yeh, calligraphy, and fonts that appear in traditional liquor packaging design. The methodology involves analyzing the packaging of the top 20 selling products in the categories of makgeolli, yakju, and distilled spirits (soju) based on data from the Korea Agro-Fisheries & Food Trade Corporation on Naver Shopping, spanning from August 30, 2021, to August 30, 2022. The results indicate that the combination of calligraphy and illustration accounts for the highest proportion, with the combination of Seo-yeh with illustration, and fonts with illustration also being significant design types. The overall usage rate of calligraphy was about 35.5%, with calligraphy at 43.5% and fonts at 21%. Frequency analysis of Seo-yeh styles revealed that a free style of Minche (민체) had the highest usage rate at 33.3%. These results demonstrate the importance of the adaptability of Seo-yeh style in traditional liquor package design, especially the need to break away from uniformity and explore unique aesthetics in the digital age. This study is expected to aid in improving the design strategies of traditional liquor brands and enhancing their market competitiveness. Future research tasks include exploring the extent of adaptability of Hangul Seo-yeh, the possibility of its integration with Hangul Seo-yeh style, and its combination with illustrations.

국내 전통주 주류산업의 경영전략 개선에 관한 연구 : 해외 주류산업과의 비교를 중심으로

국내 전통주 주류산업의 경영전략 개선에 관한 연구 : 해외 주류산업과의 비교를 중심으로

Effect of Fortified Inoculation with Indigenous Lactobacillus brevis on Solid-State Fermentation of Light-Flavor Baijiu.

Baijiu, one of the world's oldest distilled liquors, is widely consumed globally and has gained increasing popularity in East Asia. However, a comprehensive understanding of the underlying principles behind this traditional liquor product remains elusive. Currently, Baijiu is facing the industrial challenge of modernization and standardization, particularly in terms of food quality, safety, and sustainability. The current study selected a Lactobacillus brevis strain based on experiments conducted to assess its environmental tolerance, enzyme activity, and fermentation performance, and highlight its exceptional fermentation characteristics. The subsequent analysis focused on examining the effects of fortifying the fermentation process of L.brevis on key microbiotas, physicochemical parameters, and volatile profiles. The qPCR results revealed that the inoculated L. brevis strategically influenced the the composition of the dominant microbial communities by promoting mutual exclusion, ultimately leading to improved controllability of the fermentation process. Moreover, the metabolism of the inoculated L. brevis provided more compounds for the formation of flavor profiles during fermentation (the content of ethyl acetate was increased to 57.76 mg/kg), leading to a reduction in fermentation time (from 28 d to 21 d). These findings indicate promising potential for the application of the indigenous strain in Baijiu production.

Consumer Protection Against the Production and Distribution of Traditional Liquor

Consumer Protection Against the Production and Distribution of Traditional Liquor

Does sensory quality assessed by beverage experts fit consumer acceptability? A study on cheongju

AbstractCheongju is traditional fermented liquor consisting of the filtered moieties of rice wine. In this study, the sensory quality of cheongjus judged by beverage experts (e.g., sommeliers) were compared with its acceptability. Total 166 consumers evaluated the acceptability of the cheongju samples, and 10 sommeliers appraised the sensory quality. Descriptive analysis was conducted by 11 trained panelists, and the volatile compounds were identified by gas chromatography–mass spectrometry. Partial least square regression was performed to establish the association of the quality scores given by sommeliers (Y1) and the acceptability scores given by consumers (Y2) relative to the cheongju's sensory attributes or volatile compounds (Xs). The consumer acceptability was highly correlated with sweet notes and related volatile compounds, such as isoamyl alcohol. Conversely, sensory quality by sommeliers was highly correlated with sensory notes caused by alcoholic compounds. These results demonstrate how consumers' acceptance for cheongju may differ from a sommelier's quality appraisal.Practical ApplicationsThis study reported differentiations between sommeliers' appraisals and consumers' preferences for evaluating cheongju in terms of volatile compounds and descriptive sensory attributes. Key sensory attributes and volatile compounds were provided for each sommelier's appraisal and for consumers' preferences for cheongju. Overall, this study provides objective information on the discrepancies between sensory quality and hedonic notions of traditional liquor. Future studies should elaborate on the sommelier effect through tasking informed condition, as sommeliers' recommendations may affect customers' choices and satisfaction.

Kajian Kriminologi Terhadap Penyalahgunaan Minuman Beralkohol Tradisional Bagi Perilaku Remaja

Introduction: The habit of the people to drink traditional liquor in Ambon City is usually used more for traditional events and has become a tradition that still exists today, this is done with the aim of strengthening fraternal relations and maintaining unity, but it is different from the current situation where drinking more widely known by teenagers than among parents.Purposes of the Research: Aims to study and explain what factors cause the abuse of Alcoholic Drinks and the impact on the abuse of Alcoholic Drinks for adolescents in Galunggung, Ambon City. The method used in this paper is juridical sociology which in other words is field research. This type of research is descriptive analysis. Types and sources of data consist of primary data and secondary data. Data collection techniques were carried out by means of interviews, observations and literature studies. Analyzed qualitatively. Methods of the Research: In this legal research, the author uses sociological juridical research. Sociological juridical research is a field research. This type of sociological juridical research uses primary data, with primary data obtained directly from the source so that it is still in the form of raw data.Results of the Research: The results of the study that cause adolescents to abuse alcoholic beverages are caused by several factors such as adolescent individual factors, family factors, lack of religious education, economic factors and environmental factors.

전통주 마이크로바이옴과 양조미생물 종균화

Recently, interest in functional intestinal microbes, lactic acid bacteria, and yeast is rapidly increasing, while most of the microorganisms are dependent on imports. Imported bakery yeast, which accounts for majority of domestic brewing microorganisms, is inexpensive through quality control and mass production. With the development of next-generation sequencing (NGS) technology, it has become possible to infer genetic information related to the metabolism of uncultured microorganisms through the genome analysis of microbiome of traditional fermented foods. In addition, it became possible to monitor the dominant strains and functional strains in the fermentation process of traditional liquor. In the future, it is expected that it will be possible to localize the traditional liquor starter culture through extensive research on the microbiome of traditional liquor.

Peningkatan Pengetahuan Dan Mengasah Kemampuan Anggota Unit Kegiatan Mahasiswa Peradilan Semu

Introduction: Improving the knowledge and abilities of UKM members is not only obtained in the lecture hall, positive activities outside the classroom including discussions, seminars and other activities can be a reference to improve students' own abilities.Purposes of Devotion: This community service was intended to raise awareness that Maluku has five protected intangible cultural heritage, which were ratified by Presidential Regulation number 78/2007 concerning the Ratification of the Convention for the Safeguarding of Intangible Cultural Heritage, one of which is Traditional Liquor (SOPI), and it is hoped that the community will be able to well preserve this cultural heritage so that it can continue to exist in the community without causing any crime-related acts. Method of Devotion: Each presenter employed the lecture format. Lecturers were given time to present their subject, and then participants were given the opportunity to pose problems and ask questions, which were then answered in turn by the lecturers based on the content being questioned about.Results of the Devotion: This legal awareness counseling activity had a positive impact on the Bumey community, as evidenced by the active participation of participants through their questions and a greater understanding of legal awareness for partners, allowing the tridharma activities of lecturers to play a role in resolving problems encountered, one of which was how to preserve intangible culture by obeying the law so as to create a good legal culture that does not lead to crime as a result of excessive consumption of SOPI, which may hinder national development.

Upaya Pencegahan Kejahatan Minuman Keras Tradisional (Sopi) Melalui Penyuluhan Kesadaran Hukum Masyarakat

Introduction: This legal counseling was conducted for people who still maintain sopi as a cultural heritage.Purposes of Devotion: This community service was intended to raise awareness that Maluku has five protected intangible cultural heritage, which were ratified by Presidential Regulation number 78/2007 concerning the Ratification of the Convention for the Safeguarding of Intangible Cultural Heritage, one of which is Traditional Liquor (SOPI), and it is hoped that the community will be able to well preserve this cultural heritage so that it can continue to exist in the community without causing any crime-related acts. Method of Devotion: Each presenter employed the lecture format. Lecturers were given time to present their subject, and then participants were given the opportunity to pose problems and ask questions, which were then answered in turn by the lecturers based on the content being questioned about.Results of the Devotion: This legal awareness counseling activity had a positive impact on the Bumey community, as evidenced by the active participation of participants through their questions and a greater understanding of legal awareness for partners, allowing the tridharma activities of lecturers to play a role in resolving problems encountered, one of which was how to preserve intangible culture by obeying the law so as to create a good legal culture that does not lead to crime as a result of excessive consumption of SOPI, which may hinder national development.

Renal histopathology after mixed liquor consumption in Wistar rat

In Indonesia illegal traditional liquor mostly contain ethanol and methanol some of illegal liquor Indonesia called cukrik (mixed liquor), Misuse of mixed liquor can lead to intoxication and may lead to death. Several studies have shown its effect on kidney damage. This study is to analyzing the effect of mixed liquor (ethanol and methanol) on the histopathological damage of male Wistar rat kidney. This was experimental laboratories using a post-test only control group design. We are using 28 wistar rats that were divided into four groups, each group consisting of 7 rats. Group control (C) was given 4 mL of distilled water; groups P1, P2, and P3 were given 1ml, 2 ml, and 4 ml cukrik in orally for 14 days. Mixed alcohol contains 4% methanol and 20% ethanol. Examination of histopathological features was carried out by identifying glomerular cells, tubular cells, and interstitial with HE (Hematoxylin and Eosin) stainning using EGTI (Endothelial, Glomerular, Tubular, and Interstitial) scoring. Data were analyze using kruskal wallis and Mann whitney test. With confidence level p<0,01. glomerular and tubular examination there were significant differences with p<0,01, in interstitial examination there was no significant damage found on the instrestitial with p<0,01. Consumption of cukrik produced glomerular and tubular damage on the histopathological image of male Wistar rats' kidneys, but there was no visible damage to the interstitials cell. With higher consumption of mixed liquor will make tubular and glomerular damage heavier.

The microbial communities in Zaopeis, free amino acids in raw liquor, and their correlations for Wuliangye-flavor raw liquor production.

Wuliangye‐flavor liquor (WLFL), a specific Chinese traditional liquor, one of the major type of global distilled spirits, offers a unique flavor system acquired across thousands of years of development. Free amino acids (FAAs), as major health factors, are considered to be primarily derive from the hydrolysis of protein from the Zaopeis (ZPs) by microbial populations during fermentation. Here, we investigated the changes of microbial communities in ZPs and FAAs in raw liquor (RL) directly related ZPs from different ages of WLFL fermentation pits by phospholipid fatty acid fingerprint (PLFA) and high performance liquid chromatography method. Results indicated that the total PLFAs of 20‐ and 50‐year ZPs were significantly higher (p < .05) than 1‐ and 5‐year ZPs. Gram‐positive bacteria (G+), anaerobic bacteria, and fungi were dominant in the ZPs. Furthermore, the total of FAAs content was highly increased (p < .05) in RLs of aged fermentation pit (20‐ and 50‐year, 24.86–30.23 mg/g, 28.73–37.15 mg/g) compared with young (1‐ and 5‐year, 20.97–26.46 mg/g, 17.83–28.70 mg/g), while, the different ages of RLs could be distinguished according to 9 biomarkers of FAAs (Variable importance in projection, VIP >1; p < .05), including tyrosine, aspartic acid, leucine, glutamic acid, citrulline, alanine, proline, glycine, and valine. Particularly, the biomarkers of FAAs were positively correlated with gram‐negative bacteria (G−) and fungi, but negatively correlated with G+. This is the first report to uncover the microbial communities in zaopeis, free amino acids in RL, and their correlations for Wuliangye‐flavor raw liquor production.

A study of visual elements in package design of Korean traditional liquor focusing on the elements of the platform You-tube

본 연구는 디자인적 관점으로 전통주 패키지 디자인의 시각적 구성요소 특성에 관하여 연구하고 이에 따른 소비자의 선호를 분석하여 효과적인 패키지 디자인 제작 방향을 제안하는 것을 연구의 목적으로 한다. 분석 결과 첫째, 로고는 캘리그래피 서체를 사용한 한글 제품명 로고 형식이 소비자의 선호가 대체로 긍정적인 것을 알 수 있었다. 둘째, 그래픽 요소는 아이콘 형태로 표현하는 것이 소비자의 선호가 가장 긍정적인 것을 알 수 있었다. 셋째, 색채는 무채색이나 저명도/저채도의 색을 사용하고 주조색과 대비되는 강조색을 사용하는 것이 소비자의 선호가 가장 긍정인 것을 알 수 있었다. 넷째, 레이아웃은 로고, 일러스트, 제품설명이 용기 절반의 하단 부분에 배치되는 것이 소비자의 선호가 대체로 긍정적인 것을 알 수 있었다. 다섯째, 타이포그래피는 로고/제품명은 한글 손글씨체를 사용하고 그 외의 요소는 고딕체를 사용하는 것이 소비자의 선호가 가장 긍정인 것을 알 수 있었다. 전통주 패키지 제작 시 시각적 구성요소 조절을 통한 계획적인 디자인 표현은 소비자로 하여금 제품에 대한 주목도를 높여 호감도 향상과 구매유도를 위한 효과적인 도구로 사용할 수 있을 것이라 판단한다.

SAFE and SBSE combined with GC-MS and GC-O for characterization of flavor compounds in Zhizhonghe Wujiapi medicinal liquor.

Volatile compounds in Chinese Zhizhonghe Wujiapi (WJP) medicinal liquor were extracted by solvent-assisted flavor evaporation extraction (SAFE) and stir bar sorptive extraction (SBSE), respectively, and identified by gas chromatography-mass spectrometry. Results showed that a total of 123 volatile compounds (i.e., 108 by SAFE, 50 by SBSE, and 34 by both) including esters, alcohols, acids, aldehydes, ketones, heterocycles, terpenes and terpenoids, alkenes, phenols, and other compounds were identified, and 67 of them were confirmed as aroma-active compounds by the application of the aroma extract dilution analysis coupled with gas chromatography-olfactometry. After making a simulated reconstitute by mixing 41 characterized aroma-active compounds (odor activity values ≥1) based on their concentrations, the aroma profile of the reconstitute showed good similarity to that of the original WJP liquor. Omission test further corroborated 34 key aroma-active compounds in the WJP liquor. The study of WJP liquor is expected to provide some insights into the characterization of special volatile components in traditional Chinese medicine liquors for the purpose of quality improvement and aroma optimization.

Legalization of Arak Bali in Online News Headlines: Critical Discourse Analysis

In 2020, arak bali, traditional liquor from Bali, was legalized by the Governor of Bali, I Wayan Koster. This research aimed to reveal the construction of news headlines about the legalization of arak Bali. Data were sourced from various online news media (detiknews.com, kompas.com, tribunnews.com), collected by selecting news headlines with the keywords arak Bali and pelegalan, and analyzed using Norman Fairclough’s critical discourse analysis. The results showed that the six news headlines used linguistic tools such as selected vocabulary that focused on the word legal, grammatical units that were dominated by clauses, syntactic functions dominated by the discourse’s topicalization, and a form of news emphasizing the statement of the legalization of arak bali by Koster. The mindset of the Balinese towards arak bali cannot be separated from their predominant belief system, Hinduism. Meanwhile, Koster’s commitment to arak bali shows his ideology, as an indigenous Balinese individual, of preserving Balinese culture and traditions. Finally, the headlines on the legalization of arak bali occurred at the situational level, with Balinese people welcoming the legalization of arak bali, resulting in Koster planning to hold an arak bali festival as a means of promoting and preserving Balinese cultureThis research aimed to reveal the construction of the news headlines about the legalization of arak bali by the Governor of Bali, I Wayan Koster. The data source was taken from various online news media such as detiknews.com, kompas.com, and tribunnews.com. Data were collected by selecting news headlines with the keywords arak bali and pelegalan, and analyzed using the Norman Fairclough’s critical discourse analysis. The results showed that the six news headlines used linguistic tools such as selected vocabulary that was focused on word of legal, grammatical units which were dominated by clauses, syntactic functions which dominated by discourse’s topicalization, and news form which emphasized on the statement of the legalization of arak bali by I Wayan Koster. Then, the Balinese people's mindset towards arak bali cannot be separated from Hinduism as Balinese people’s belief. Meanwhile, Koster's commitment to arak bali shows his ideology as the indigenous Balinese individual to preserve Balinese culture and traditions. Finally, the headline news about the legalization of arak bali have occurred at the situational level which Balinese people is welcoming the legalization of arak bali, so Koster has planned to hold arak bali festival as a form of promotion and preservation of Balinese culture.

Criminology Study on the Circulation of the Sopi Traditional Liquor in the Villages of Zeith, Asilulu, and Kaitetu during the Covid-19 Pandemic

The case of “sopi” traditional drink when consumed in a group gathering and party celebrations tends to cause chaos and commotion that disrupts activities or community harmony, especially in the villages of Zeith, Asilulu and Kaitetu during the covid-19 pandemic. The purpose of this paper was to examine and discuss the factors that cause the circulation of liquor in the villages of Zeith, Asilulu and Kaitetu (Kalauli sub-village) during this pandemic. The research method used was the empirical juridical method with an emphasis on legal theories and rules related to the problems studied and to the existing reality regarding what factors affect the society. This study showed that social control is an effort to prevent the circulation of traditional liquor in the form of sopi in the villages of Zeith, Asilulu and Kaitetu (Kalauli Sub-Village). Liquor is not only circulated among adults but has reached teenagers, and the factors that cause the circulation of this liquor during the covid-19 pandemic are economic, supervisory, and environmental factors. The most important of these three factors is economic factors. The efforts made in the distribution of traditional liquor in the villages of Zeith, Asilulu and Kaitetu during the pandemic are Pre-emptive and Preventive efforts.

Correlation between key aroma and manufacturing processes of rice-flavor baijiu and awamori, Chinese and Japanese traditional liquors

In this study, we compared the flavor profiles Chinese rice-flavor baijiu and Japanese awamori—traditional liquors with similar manufacturing processes. Citric acid and lactic acid were the major acid constituents in the mash of awamori and rice-flavor baijiu, respectively. The amino acid content of awamori mash was greater than that of rice-flavor baijiu owing to the higher proteolytic activities in the former. The high amino acid content also induced yeast growth at the early stage of fermentation in awamori mash, thus increasing the fermentation rate. Sensory evaluation revealed that rice-flavor baijiu had a significantly stronger alcoholic, floral, and fruity aroma, whereas the awamori had a strong sour, koji-like, oily, and cereal-like aromas. We determined the aroma threshold of (+)-ethyl d-lactate (15,400 μg/L) and (−)-ethyl l-lactate (12,500 μg/L). Both compounds have a common sweet, fruity, and green leaves-like aroma and a different nuance; (+)-ethyl d-lactate has a peach- and citrus-like aromas, and (−)-ethyl l-lactate has an apple-like and milky aromas. In rice-flavor baijiu, (−)-ethyl l-lactate constitutes the major isoform, as evident from the higher concentration of l (+)-lactic acid in the mash. Higher alcohols, (−)-ethyl l-lactate, and isoamyl acetate contents were greater in rice-flavor baijiu, while 1-octen-3-ol and acetic acid were greater in awamori. These results showed that solid-state saccharification contributed to the production of ethyl lactate by supplying in the mash a large amount of lactic acid produced by Rhizopus oryzae and koji contributed to the production of 1-octen-3-ol via the high fatty acid oxygenase activity produced by Aspergillus luchuensis.

Quantitative analysis of volatile compounds of four Chinese traditional liquors by SPME-GC-MS and determination of total phenolic contents and antioxidant activities

Abstract The aim of this work was to investigate the volatile compositions of four Chinese functional liquors. For this purpose, volatile compounds of four liquors were extracted with head-space solid-phase microextraction (HS-SPME) and analyzed with gas chromatography-mass spectrometry (GC-MS) along with the determination of odor activity value (OAV) and relative odor contribution (ROC). Sixty volatiles were tentatively identified and categorized into the following seven groups: alcohols, esters, fatty acids, carbonyl compound, hydrocarbons, phenols, and other components. The differences in chemical composition of volatile compounds were visualized with heat maps. Odorants were compared with different samples using a statistical analysis of Venn diagrams and a multivariate principal component analysis, and ethyl hexanoate, ethyl acetate, and ethyl octanoate were found to be the key odorants. Besides, abundant phenolic contents and high antioxidant ability of four Chinese functional liquors could potentially bring better health-boosting effects.