On my first watch, I interpreted the alcohol scene to mean that the COI had filled the SM-13’s survival kit with a bunch of bullshit and gave Simon hooch instead of proper rubbing alcohol.

Supporting evidence:

The measly amount of water they gave him. Survival amounts of water would be 1 gallon per person per day just for drinking, or you use a purification system to get more drinking water. (There was room in that locker for a 1 gallon tank or jug).

They gave him a block of “food” labeled at 1,200 calories as his emergency rations. I’m sure things are tight after the quiet rapture but come on.

The two above indicate to me that the COI is not trying to buy time to find the operator of the SM-13, only giving them “supplies” so they can say that they did. This is supported by the fact that the SM-13 is known as a “burner sub” and other convicts have been sent down in it to die.

When Simon opens the alcohol, he has a cotton pad in hand ready to treat his wounds. Then he smells it from afar, frowns, checks the label, sniffs it again, then gets a look like “fuck it,” and drinks it. That sounds an awful lot like the substance in the jar is not what it says it is.

My understanding is that drinkable alcohols are not concentrated enough to clean a wound. Simon might’ve preferred to take the edge off of the horrors rather than futilely rub vodka on his many scrapes and cuts (although he could have thought this even if it was methanol I suppose, or not known that vodka isn’t strong enough to clean wounds)

10 ml of rubbing alcohol can cause permanent blindness. The container Simon drank looked like… more than that.

IMMEDIATELY AFTER supposedly drinking enough rubbing alcohol to blind (and maybe kill) a person, he says “I’m not dying down here.” I don’t think Simon thinks he just drank rubbing alcohol.

The global Baijiu Market is entering a dynamic growth phase as demand for premium spirits, cultural heritage beverages, and high-end alcoholic products continues to rise across global markets. Traditionally rooted in China’s centuries-old distillation culture, baijiu has evolved into one of the most valuable spirits categories worldwide. The market is expected to experience steady expansion through 2036 as producers innovate with premium variants, modern branding strategies, and expanding international distribution networks.

According to industry insights, the baijiu market is undergoing a structural transformation as producers focus on product premiumization, global brand positioning, and improved production technologies. Baijiu, a distilled Chinese liquor typically made from sorghum and other grains, is widely recognized for its complex aroma, high alcohol content, and unique fermentation methods. These characteristics continue to strengthen its position as a premium spirit in both domestic and international markets.

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Rising Demand for Premium and Cultural Spirits

In recent years, consumers have increasingly gravitated toward premium alcoholic beverages that offer unique heritage, craftsmanship, and authenticity. Baijiu fits perfectly within this trend due to its deep cultural significance and distinctive production process.

The drink remains deeply integrated into Chinese social and business culture, where it is frequently consumed during celebrations, banquets, and formal gatherings. Growing disposable income and urbanization in China are also contributing to the expansion of the premium baijiu segment.

Technological Advancements in Baijiu Production

Technological innovation is playing an increasingly important role in shaping the future of the baijiu industry. While traditional fermentation and distillation methods remain central to preserving authenticity, modern production technologies are helping improve efficiency and product consistency.

Producers are investing in advanced fermentation monitoring systems, automated distillation processes, and digital quality control solutions. These technologies allow manufacturers to maintain precise flavor profiles while increasing production efficiency.

Expanding Applications in Global Beverage Industry

While baijiu has traditionally been consumed as a standalone spirit, its role in the broader beverage industry is expanding. Mixologists and beverage innovators are increasingly incorporating baijiu into modern cocktail recipes and premium beverage formulations.

The growing popularity of Asian cuisine worldwide has also helped introduce baijiu to new consumers. International restaurants and luxury hospitality venues are incorporating baijiu into curated beverage menus to complement traditional Chinese dishes and fusion cuisines.

Regional Outlook: Production and Consumption Trends

The baijiu market demonstrates strong regional concentration while gradually expanding globally.

Asia-Pacific: China remains the dominant market for baijiu production and consumption. The country hosts numerous historic distilleries and well-established brands, while rising middle-class spending continues to support premium product demand.

North America: Growing interest in craft spirits and cultural beverages is helping introduce baijiu to new consumers in the United States and Canada through specialty liquor stores and cocktail bars.

Europe: European markets are witnessing gradual adoption driven by culinary tourism, international restaurants, and premium spirits enthusiasts.

Key Market Metrics (2026–2036)

• Rising demand for premium and heritage spirits • Expanding global distribution of Chinese alcoholic beverages • Increasing innovation in packaging and branding strategies • Growing integration of baijiu in international cocktail culture

Challenges: Market Regulation and Consumer Awareness

Despite strong growth potential, the baijiu market faces several challenges. Alcohol regulations and import restrictions in certain countries can limit international expansion. Additionally, the strong flavor profile and high alcohol content of traditional baijiu can require consumer education in new markets.

Manufacturers are addressing these challenges by introducing lighter flavor variants, modern packaging designs, and marketing campaigns that emphasize the cultural heritage and craftsmanship behind baijiu production.

Competitive Landscape: Strengthening Global Brand Presence

Leading baijiu producers are focusing on premiumization, brand storytelling, and strategic partnerships to strengthen their market presence. Many companies are investing heavily in international marketing campaigns and collaborations with global distributors.

Future Outlook: Cultural Heritage Meets Global Spirits Innovation

Looking ahead, the baijiu market is expected to remain a key segment within the global spirits industry. As international consumers increasingly seek authentic cultural beverages and premium drinking experiences, baijiu’s unique flavor profile and heritage positioning will continue to drive market expansion.

The Bourbon Whiskey Market recorded sales of 19,840 (9-liter cases) in 2023 and is projected to reach 36,031 (9-liter cases) by 2032, expanding at a CAGR of 7.4% during 2025–2032. This growth reflects the global shift toward premium and craft spirits, especially among younger consumers seeking authenticity and heritage-driven products.

Bourbon whiskey, once regionally concentrated, is now gaining widespread international acceptance.

Key Growth Drivers Fueling Market Expansion

Rising demand for premium and super-premium spirits

Strong influence of cocktail culture and mixology trends

Growing exports of American whiskey

Brand storytelling centered on craftsmanship and aging

The Bourbon Whiskey industry benefits from its protected geographical indication and strict production standards, which enhance perceived quality and exclusivity.

Changing Consumer Preferences

Consumers are increasingly gravitating toward:

Small-batch and single-barrel bourbons

High-proof and cask-strength variants

Limited editions and experimental aging

This premiumization trend is pushing brands to innovate while maintaining traditional distillation values.

Market Outlook

North America continues to dominate consumption, while Europe and Asia-Pacific are emerging as high-growth markets due to rising disposable income and evolving drinking habits.