Liquor makers in China are demanding that a city regulation barring public servants and Communist Party officials from excessive lunchtime drinking be revoked. The regulation, launched in January in the city of Xinyang in Henan province, is illegal, according to several of the province’s producers of “baijiu.”

Baijiu is also known as shaojiu, or in Chinese, 烧酒. It’s a potent distilled alcoholic beverage that carries a wallop usually to a tune of 80 to 120 proof (40-60% ethanol).

From Wikipedia:

Chinese traditionally serve baijiu either warm or at room temperature in a small ceramic bottle. They then pour the baijiu into small cups. Baijiu may be purchased as a set of items consisting of bottles of baijiu, a small heater, and four to six small cups. The serving method and containers are similar to those which are used to serve sake and soju, although as a drink baijiu differs significantly from the latter two beverages. Baijiu is generally sold in glass or ceramic bottles and consumed in shot glasses much like vodka. It is traditional to consume baijiu together with food rather than drinking it on its own, though the latter is not uncommon.

According to a Reuters report Baijiu makers in China have reported drops in sales of nearly on-third since the ban went into effect.