Concept
Moutai, the world’s most valuable spirits brand with annual sales exceeding $47.5 billion, hosted its annual Trade Summit in Guizhou, China. Under the theme “United Across Mountains and Seas,” international partners from around the globe came together for the five-day event to share best practices, exchange insights, and strengthen connections across markets.
Speakers from various sectors delivered presentations, highlighting Moutai’s evolution into an ultra-luxury brand. In the coming years, Moutai aims to establish itself as a global icon, with marketing campaigns on Times Square in New York, Piccadilly Circus, and other prominent locations. The brand will increasingly focus on sponsoring international events and following the strategies of successful high-end luxury labels. Maurice van Vliet, Managing Director, attended the annual event representing Austria as a sales region. He voiced concerns about rising prices in 2025, noting that with consumers spending less, maintaining affordability is crucial. “As costs increase, our focus should remain on keeping prices stable, driving sales, and building the brand, rather than challenging consumers,” he stated. Moutai Kweichow 50cl is priced between €300 and €400 per bottle and is traditionally enjoyed in China during holidays—both as a celebratory drink and as a prestigious gift.
Informatie
The Chinese economy is currently facing numerous challenges.
A closer look at the Baijiu industry reveals shifting consumer trends. Economic growth is no longer as rapid as before, leading consumers to spend less while prices continue to rise. Upcoming import tariffs between the U.S. and China are also unlikely to boost economic growth. Moutai is fully aware of these challenges and will act with caution. Overseas distributors will continue to leverage their local expertise to support Moutai’s successful expansion. On the final day of the event, Mr. Ji Keliang, a master of Chinese Baijiu brewing, custodian of Moutai’s traditional brewing techniques, and former head of the Moutai Group, delivered a presentation on the art of crafting Moutai.
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