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Background  Alcohol consumption in China has increased rapidly, and there have been calls for policies and programs to address the issue. Alcohol plays a complex and important role in Chinese culture, where it is considered a symbol of happiness and is associated with wellbeing. Alcohol reduction policies may fail unless they take these cultural and social meanings of alcohol, and its relationship to wellbeing into consideration. Baijiu is a clear fermented spirit that is widely consumed in China and has strong cultural associations with health, wellbeing and prosperity. There is a lack of research on how consumption patterns relate to cultural beliefs and subjective wellbeing.    Methods  An online survey of  n  = 1992 Chinese adults was conducted to determine frequency and volume of baijiu consumed; beliefs about health benefits and traditional importance; and associations with subjective wellbeing.    Results  Higher frequency and volume consumed were associated with higher subjective wellbeing, controlling for age and income. We also found small to medium significant associations between consumption frequency and volume and: belief that baijiu is healthy; and that tradition dictated they should drink baijiu.    Conclusions  The traditional and health values placed on baijiu, and its association with wellbeing, may help inform policy developments and alcohol reduction campaigns.

Relationships between consumption patterns, health beliefs, and subjective wellbeing in Chinese Baijiu consumers