Moutai Hopes Cultural Events Can Win Over Global Drinkers
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High-end liquor maker Kweichow Moutai Co. Ltd. (600519.SH) is prioritizing cultural adaptation as it pushes for a global expansion, a top executive said at a Caixin forum.
Speaking at the inaugural Caixin London Atlantic Dialogue on Thursday, Deputy Communist Party Secretary You Yalin emphasized that the state-run firm is leveraging its branded cultural events — “Moutai Night” and “Moutai Culture Festival” — to expand further into global markets. He said that while drinking customs vary around the world, one common thread is alcohol facilitating connections between people.
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- Kweichow Moutai is emphasizing cultural adaptation and branded events to drive global expansion, as global baijiu exports remain minimal.
- The company is enhancing overseas marketing, planning participation in Expo 2025 and aiming for collaborations with cultural organizations like the British Council.
- Moutai targets a 20% reduction in water use per unit by 2026, over 40% recycled materials by 2027, and continues implementing sustainable practices across its operations.
- Kweichow Moutai Co. Ltd.
- Kweichow Moutai Co. Ltd. (600519.SH) is a high-end Chinese liquor maker best known for its baijiu brand. The company is focusing on cultural adaptation and sustainability as it expands globally, using branded events and partnerships. It aims to make its products more accessible worldwide by adapting branding and sales, and is targeting reduced water use, increased recycling, and greening its production chain, including promoting organic farming and repurposing by-products as fertilizer.
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