I recently saw a link to this article on Facebook: One Billion Drinkers Can Be Wrong (China’s most popular spirit is coming to the U.S. Here’s why you shouldn’t drink it). So it’s a post laegely about how baijiu (白酒) cannot success outside of China because it’s a terrible, terrible liquor. (Some of the comments I read on Facebook went much further, and I’ll address that sentiment below.)
Now I’m no fan of baijiu; I’ve made this clear in the past. And when I say it’s terrible, I know it’s because I personally will never develop a taste for it, and I’m not interested in “giving it a chance.” I’ve done that. Plenty of times. (Same goes for chicken feet.) I think part of it is that I resent a certain idea that sometimes gets tossed around: if you’ve been in China this long, you should have learned to like baijiu by now. Nope, sorry. Don’t like it. Now leave me alone.
But I’ve also learned–thanks to my friend Derek Sandhaus–that it is possible for westerners to develop a taste for baijiu. I seriously doubt it’s ever going to go mainstream, but the Chinese will ensure that there’s always a market for the stuff.
The article linked to below, though, goes way beyond the idea that the Chinese like it and westerners typically don’t. It reminds me of Seinfeld’s “chopsticks bigotry” (which is actually funny, because it’s a bit more self-aware):
> I’ll tell you what I like about Chinese people … They’re hanging in there with the chopsticks, aren’t they? You know they’ve seen the fork. They’re staying with the sticks. I’m impressed by that. I don’t know how they missed it. A Chinese farmer gets up, works in the field with the shovel all day… Shovel… Spoon… Come on… There it is. You’re not plowing 40 acres with a couple of pool cues….
What’s interesting about this type of opinion of baijiu is that this is a truly dividing issue. Some westerners will actually hold the opinion that “this is a vile alcohol and no one should drink it, Chinese or not.” You might hear some cross-cultural statements of the some ilk about peeing in public, or disregard for safety, but attacking another culture’s favorite alcohol? It’s just a bit bizarre.
Here’s another one for the “I can’t believe they named the product that” file (see also “Cat Crap Coffee“). This one has more of a cultural differences angle, with a little bit of translation difficulty thrown in for good measure.
There’s a brand of Chinese rice wine called 酒鬼酒. Here’s a picture of it:
酒 in Chinese, while often translated as “wine,” more generally means “alcohol.” Traditionally, it’s some kind of grain alcohol, like 白酒 (Chinese “white wine“).
A person who routinely drinks to excess is called a 酒鬼 in Chinese, which literally means “alcohol demon” or “alcohol devil” or “alcohol ghost,” depending on how you want to translate 鬼. It sounds pretty negative, but in fact, in Chinese culture this type of alcohol abuse is not nearly so stigmatized. Although the police forces of many regions in China have begun cracking down on drunk driving in recent years, alcoholism in China is not as closely linked in the public consciousness to vehicular manslaughter, domestic violence, child abuse, and the host of other evils as it often is in the west. In fact, regular heavy drinking is closely linked to some of China’s greatest poets, most famously 李白 (Li Bai).
Here’s 李白 getting his drink on:
So it’s more in the spirit of historical drunken poetry (as opposed to inebriated abusiveness) that this brand of Chinese rice wine is called 酒鬼酒.
Translating the brand name into English is a new challenge in itself, though. If you simply translate 酒鬼 as “alcoholic” and 酒 as “alcohol,” you get “Alcoholic Alcohol,” which sounds like it means “Alcohol that Contains Alcohol,” which is just plain dumb. In fact, you can’t use the word “alcoholic” as a modifier at all for that reason, so if you don’t want to ditch the noun “alcoholic” altogether you have to say something like “Alcohol for Alcoholics,” which sounds like some kind of horrible demented “charity” to my American ears.
So what else can you do? “Booze for Boozers” and “Wino Wine” are ridiculous. “Drunk Spirits”? I’m curious what a creative translator can come up with. (Pete? Brendan?)