Moutai Marketing Strategy 2024: A Case Study

Moutai, a renowned Chinese liquor brand, has implemented innovative marketing tactics that have propelled its success on a global scale. This article delves into Moutai’s marketing strategy and highlights its remarkable initiatives. With a target audience comprising high-income individuals who value quality and prestige, Moutai has carved a niche in the market.

Key Takeaways:

  • Moutai’s target audience includes high-income individuals aged 30-55, upper-middle to high-income individuals aged 25-45, and affluent individuals aged 40-65.
  • The primary consumption occasions for Moutai’s target audience encompass business meetings, special events, celebrations, social gatherings, high-end parties, and private gatherings.
  • Moutai’s social media strategy focuses on engaging its audience through platforms like Instagram, Pinterest, Facebook, and Tinder.
  • The marketing mix of Moutai comprises product excellence, prestige pricing, strong offline and online presence, and robust promotion efforts to enhance its brand image and appeal.
  • Moutai employs captivating visuals, storytelling, and audience interaction to maintain its social media presence and effectively engage followers.

Introduction to Moutai

Moutai is a renowned Chinese liquor brand that has captivated the world with its exceptional quality and exquisite craftsmanship. With a rich heritage dating back to ancient China, Moutai has established itself as a symbol of prestige and luxury in the spirits industry.

Targeting discerning consumers who appreciate the finest indulgences, Moutai’s brand promotion focuses on the unique characteristics and unparalleled prestige of its products. The brand’s target audience primarily consists of high-income individuals who are willing to invest in exceptional experiences and exquisite flavors.

Moutai’s reputation extends far and wide, with numerous media mentions elevating its status even further. The brand has garnered over 10,000 media mentions across various platforms, including highly respected international outlets like Reuters and Wall Street Journal. This extensive media coverage contributes to Moutai’s global recognition and further fuels its allure.

Recognized for its exclusivity and craftsmanship, Moutai comes with a price tag that reflects its exceptional quality. With prices exceeding 1,000 yuan per bottle (approximately US$140), Moutai is considered a luxury indulgence that may be unaffordable for the Gen Z demographic, who typically have limited earning power.

However, Moutai has successfully tapped into the growing segment of Gen Z consumers through innovative brand partnerships with companies like Luckin Coffee. These collaborations showcase Moutai’s forward-thinking approach to captivate younger audiences and expand its customer base.

Furthermore, Moutai has embraced the power of social media to reach and engage with its target audience. Inspired by the success of Moutai-inspired products on platforms like Xiaohongshu and TikTok, the brand has adjusted its marketing strategies to captivate Gen Z consumers. This shift signifies a significant change in brand tactics, as Moutai embraces the digital wave to stay relevant in the ever-evolving market.

As Kweichow Moutai operates in an oligopoly market dominated by a few sellers, it leverages its competitive advantage in research and development activities to maintain its industry leadership. This advantage, combined with China’s emerging market and abundant demand, continues to contribute to the brand’s growth and development.

However, Kweichow Moutai’s performance has been significantly impacted by the economic downturn in China due to the COVID-19 pandemic. Supply challenges arose as the brand experienced inventory shortages caused by high demand and buying frenzies, both domestically and in overseas markets.

Despite these challenges, Kweichow Moutai remains the most valuable non-technology company in China, with a competitive advantage stemming from its research and development activities. The brand’s strategic international expansion, coupled with its successful marketing mix, has propelled it to the top tiers of the global business landscape.

In the next section, we will explore the meticulous distilling process that sets Moutai apart and contributes to its unparalleled reputation and prestige.

The Distilling Process of Moutai

Moutai, the world’s most valuable drinks company, prides itself on its meticulous brewing techniques and unparalleled craftsmanship. The distilling process of Moutai liquor is a true testament to its commitment to quality and tradition.

Moutai liquor undergoes a year-long distillation process that involves nine cycles of steaming, eight cycles of fermentation, and seven cycles of drawing. This intricate process ensures that each batch of Moutai liquor achieves its exceptional flavor and aroma, distinguishing it from other spirits in the market.

The process begins with carefully selected sorghum and wheat, combined with water sourced from the pristine Chishui River. These high-quality ingredients form the foundation of Moutai’s unique taste, setting it apart from its competitors.

What truly sets Moutai apart is its traditional distilling process, which takes place in earthen pits. This ancient technique imparts a distinct character to the liquor, creating a flavor profile that is unmatched in the industry.

Once the distillation process is complete, each bottle of Moutai undergoes rigorous quality control measures to ensure consistency and excellence. Only the finest liquors make it to the market, maintaining Moutai’s reputation as a premium and sought-after brand.

With annual sales reaching nearly $548.4 million (RMB 4 billion) and a market value of around $200 billion, Moutai’s craftsmanship and brewing techniques have proven to be highly successful.

It is no wonder that Moutai has caught the attention of collectors worldwide. A case of 24 bottles of the 1974 ‘Sun Flower’ Moutai was sold for £1 million ($1.4 million) in London, setting a record outside China. Additionally, a single bottle of the 1958 Moutai was auctionued for over $170,000, and the 1993 FeiTian bottling has sold for more than $4,000 a bottle.

This exceptional liquor pairs perfectly with various cuisines, including Chinese dishes, Korean grilled meats, and even caviar. The versatility of Moutai makes it a favorite among connoisseurs and food enthusiasts alike.

Statistics Value
Distillation Cycles Nine cycles of steaming, eight cycles of fermentation, and seven cycles of drawing
Annual Sales Nearly $548.4 million (RMB 4 billion)
Market Value Around $200 billion
Record Sale A case of 24 bottles of the 1974 ‘Sun Flower’ Moutai sold for £1 million ($1.4 million) in London
Collector’s Item A single bottle of 1958 Moutai auctioned for over $170,000
Distinct Flavor The 1993 FeiTian bottling of Moutai has sold for more than $4,000 a bottle

The Unparalleled Prestige of Moutai

Moutai, the leading brand in the Baijiu industry, has established itself as a symbol of luxury and status. With a rich history spanning over 800 years, Moutai is considered one of the “five swords of Moutai,” the most prestigious liquors in China. Its historical legacy and brand recognition have contributed to its strong global presence, making it a highly sought-after luxury item for consumers worldwide.

Moutai’s premium positioning and association with Chinese culture, tradition, and heritage further enhance its unparalleled prestige. The brand’s commitment to quality and craftsmanship is reflected in its production process, which remains a closely guarded secret. Moutai’s production is limited, contributing to its scarcity and making it an attractive product for investors. Owning a collection of Moutai not only represents a financial investment but also signifies an appreciation of Chinese cultural heritage.

At important events and formal occasions, Moutai is often the liquor of choice. Its presence adds a touch of sophistication and elegance to any gathering. The brand’s high alcoholic strength, remaining stable between 52°-54°, exemplifies the meticulous attention to detail in its production.

To maintain the authenticity of Moutai, Guizhou Moutai has implemented various identification methods to detect counterfeits. These include secret marks in new versions, a number code on transparent film, and characteristics of the red print, ensuring that consumers can enjoy the genuine Moutai experience.

With a market cap rivaling some of the world’s largest tech companies, Moutai’s status as a luxury brand continues to soar. Its collection is a testament to its global influence and the appreciation of its exceptional quality. Moutai’s unparalleled prestige makes it a prized possession and a true reflection of luxury and refinement.

Key Statistic Year Amount
Annual Sales Revenue 2013 6.087 billion yuan
Annual Sales Revenue 2022 26.014 billion yuan
Net Profit 2013 979 million yuan
Net Profit 2022 8.096 billion yuan

Moutai’s Target Audience

Moutai, with its unmatched quality and reputation, caters to a discerning target audience that values the finer things in life. This select group consists of high-income individuals who appreciate gourmet foods, luxury products, and impeccable craftsmanship. Moutai appeals to those who seek prestige and exclusivity in their choices, making it a symbol of sophistication and refinement.

Within its target audience, Moutai particularly resonates with business executives and professionals who often find themselves in professional settings that demand the finest alcohol options. These individuals prioritize unique experiences, exclusivity, and the pursuit of a sophisticated lifestyle. As such, Moutai positions itself as the ideal choice for those seeking an exceptional drinking experience that embodies elegance, luxury, and status.

In line with consumer preferences in the UK, Moutai recognizes that premium alcohol is most sought after by consumers aged 35-64. This consumer demographic craves the exclusivity and high quality associated with luxury alcoholic beverages. By catering to this age group, Moutai ensures that it remains a preferred choice for individuals who have refined tastes and can afford to indulge in the best.

Moutai’s Success in the Chinese Market

In its home market of China, Moutai has captured the hearts and palates of consumers, securing over 60% of the Baijiu market share. This dominance can be attributed to Moutai’s ability to understand and meet the preferences of Chinese consumers, who traditionally favor local Baijiu. However, the rise of Western spirits brands has influenced Chinese consumers’ alcohol choices, creating opportunities for new entrants to challenge Moutai’s position.

To maintain its competitive edge, Moutai’s marketing strategy focuses on expanding market capacity, increasing market share, and accurately targeting consumer groups. By leveraging a differentiated advertising and marketing system, Moutai creates impactful campaigns that resonate with its target audience.

Moutai’s marketing efforts extend beyond traditional advertising to employ event marketing, cultural marketing, feelings and personality marketing, and soft marketing strategies. Through these methods, Moutai crafts a captivating brand image that appeals to the emotions and aspirations of its target audience.

One notable aspect of Moutai’s marketing approach is its commitment to soft marketing techniques, including the “negative list type” strategy. This approach emphasizes the product’s unique characteristics, cultural heritage, and craftsmanship, effectively establishing Moutai as a symbol of Chinese excellence and tradition.

Moutai also understands the importance of credibility and partners with reputable universities and research institutions to provide comprehensive data and scientific explanations. This collaboration enhances Moutai’s credibility and strengthens its positioning as a brand rooted in tradition, quality, and innovation.

Moutai’s Marketing Investment and Future Growth

Recognizing the power of marketing in driving brand growth, Moutai has consistently invested heavily in its marketing operations. In 2019 alone, the company allocated more than 3.2 billion yuan to enhance its marketing strategies and activities.

With a sophisticated marketing mix, a deep understanding of its target audience, and a commitment to continuous innovation, Moutai is well-positioned to maintain its dominance in the Baijiu market and expand its reach internationally. By appealing to the preferences of its discerning target audience, Moutai continues to secure its place as a symbol of excellence, luxury, and prestige.

Moutai’s Social Media Presence

Moutai has established a formidable social media presence, utilizing various platforms to engage its global audience and drive brand awareness. The brand’s social media marketing strategy revolves around captivating visuals, compelling storytelling, and active interaction with followers.

With over 40 events hosted in 11 days during the “Xie Mei” tour by Kweichow Moutai Group, the brand showcased its intense social media presence. These events, which spanned across Japan, France, and the United Kingdom, demonstrated Moutai’s global reach and commitment to engaging a diverse audience.

By featuring cultural centers, events, and partnerships from different countries, Moutai’s social media approach highlights its dedication to creating engaging content that appeals to a wide range of cultures and interests. This diversified approach not only fosters brand engagement but also strengthens Moutai’s position as a global player in the liquor industry.

Moutai’s digital extension of its cultural reach is a testament to its successful digital marketing strategy. By utilizing digital platforms, the brand effectively connects with a global audience, creating a virtual experience that resonates with consumers worldwide.

One notable example of Moutai’s innovative marketing tactics is the featuring of a replica vintage Moutai bottle from the 1950s. This blending of tradition with modernity showcases the brand’s ability to spark significant social media engagement, as users appreciate the historical significance and craftsmanship behind Moutai’s products.

Moreover, Moutai’s marketing strategy emphasizes its commitment to socially conscious messaging, particularly in terms of the environment and sustainability. By taking a stand on these important issues, Moutai not only attracts socially conscious consumers but also solidifies its position as a responsible and respected brand.

In collaboration with Luckin Coffee, Moutai launched the “酱香拿铁” product, generating immense buzz and positive sentiment across major social media platforms. This successful collaboration not only drove sales, with over 5.42 million cups sold on the launch day, but also had a positive impact on Luckin’s share price, which rose by more than 5%.

The success of the Moutai latte further highlights the effectiveness of Moutai’s social media marketing efforts. The brand’s focused marketing and online exposure have positioned it as a prominent player in the Chinese social media landscape, consistently ranking high on major platforms since 2023.

In addition, Moutai has embraced innovative approaches to engage with its audience, such as the release of a rap song on its official WeChat account. The song became an instant hit, garnering millions of views and likes on Bilibili, a popular Chinese video website. This creative marketing strategy not only generated a surge in Moutai’s stock price but also signifies the brand’s shift towards a more contemporary and globally appealing image.

Overall, Moutai’s social media marketing efforts have played a crucial role in enhancing brand engagement, increasing online exposure, and solidifying its position as a global liquor brand. By embracing diverse platforms, captivating visuals, and compelling storytelling, Moutai continues to drive its marketing success and resonate with a wide audience.

Marketing Mix of Moutai

Moutai has established a formidable marketing mix that sets it apart in the competitive Chinese liquor market. This strategic blend of elements, including product excellence, prestige pricing, strong distribution channels, and compelling promotion strategies, has contributed to Moutai’s unrivaled success. Let’s delve into each component of Moutai’s marketing mix.

Product Excellence

Moutai’s commitment to product excellence is exemplified in its meticulous craftsmanship and traditional brewing techniques. The brand’s liquor is crafted using select ingredients, ensuring exceptional taste and quality. By appealing to consumers who appreciate fine craftsmanship and are discerning in their choices, Moutai has positioned itself as a distinguished brand in the market.

Prestige Pricing

Moutai’s prestigious image is reinforced through its pricing strategy. By positioning itself as a luxury brand, Moutai justifies its esteemed reputation and captivates consumers who seek exclusivity and prestige. The brand’s pricing reflects the value it offers and reinforces its place among the elite brands in the market.

Strong Distribution Channels

Moutai maintains a robust offline presence through its partnerships with high-end liquor stores, bars, and restaurants. This ensures that consumers can access Moutai’s products conveniently in upscale establishments. Additionally, Moutai has expanded its digital footprint by embracing e-commerce platforms and mobile applications, broadening its reach and accessibility.

Compelling Promotion Strategies

Moutai’s promotion efforts are driven by captivating marketing campaigns, collaborations, and partnerships. These endeavors enhance brand visibility, create loyalty, and attract the desired target audience. By engaging with its audience through storytelling and captivating visuals on social media platforms like Instagram, Pinterest, Facebook, and Tinder, Moutai showcases its heritage and fosters brand loyalty.

The combination of product excellence, prestige pricing, strong distribution channels, and compelling promotion strategies in Moutai’s marketing mix establishes it as the preferred choice for consumers who appreciate the finest Chinese liquor. These elements work cohesively to create a compelling brand that resonates with its target audience.

Statistic Value
Revenue in the Alcoholic Drinks market in the US (2021) $1441,248 million
Value of alcoholic drink consumption in China (2021) $311,827 million
Market share of local Baijiu in China 65%
Moutai’s market share in the Baijiu market in China Over 60%
Competition faced by Moutai Intense competition

Moutai’s Successful Brand Partnerships

Moutai’s innovative marketing tactics extend beyond its own product offerings. The brand has strategically collaborated with other well-known brands to create unique and captivating experiences for consumers. These brand partnerships have not only allowed Moutai to tap into new markets but also showcase its ability to adapt to changing consumer preferences.

One such successful brand collaboration for Moutai was its partnership with Dove, which generated significant buzz and positive sentiment. According to media intelligence firm CARMA, the collaboration garnered over 10,000 mentions across various platforms in the past 10 days, with approximately 18.9% expressing a positive sentiment and 7.3% expressing a negative sentiment.

Social monitoring firm Meltwater observed a total of 88.3k mentions regarding the Moutai-Dove collaboration, with 49.9% of the sentiment being positive, 42.6% neutral, and 7.5% negative. These statistics indicate that the collaboration has been well-received by consumers.

The partnership with Dove not only generated buzz but also resulted in keywords associated with the alcoholic chocolates, including “repost,” “brands,” “price,” “chocolates,” and “looking forward.” These keywords indicate the level of engagement and interest generated by the collaboration.

Moutai’s brand collaborations are not only about creating excitement but also about reaching new consumer segments. By partnering with brands like Dove, Moutai can attract young and female consumers who may not typically consume its liquor. Co-branding between high-end brands and fast-moving consumer goods brands, like Moutai and Dove, is a common marketing tactic to generate excitement and engage a wider audience.

These successful brand partnerships enable Moutai to project an approachable, modern, and innovative brand image. It also helps expand their client base and promote a wider range of products in their portfolio. The collaborations with brands like Dove are crucial for traditional brands like Moutai to tap into millennial and Gen Z audiences who are keen on unique culturally relevant product experiences.

Overall, Moutai’s brand collaborations and innovative marketing tactics have proven to be effective strategies to engage consumers, expand its market reach, and revitalize its brand image. These partnerships demonstrate Moutai’s ability to adapt and connect with consumers in meaningful ways, while also contributing to its overall success in the market.

Partnership Total Mentions Positive Sentiment Neutral Sentiment Negative Sentiment
Moutai-Dove 10,000+ 18.9% 7.3%
Moutai-Dove 88.3k 49.9% 42.6% 7.5%

Moutai’s Success in Riding the Digital Wave

Moutai, the prestigious Chinese Baijiu brand, has achieved remarkable success in the digital realm, leveraging the power of social media and digital marketing strategies. In an era where online presence is essential, Moutai has embraced the digital wave and capitalized on it to propel its brand to new heights.

One of the key factors behind Moutai’s digital marketing success is its ability to adapt to the preferences and behavior of the younger generation. Recognizing the growing influence of social media platforms, Moutai has strategically established a strong presence on platforms like Xiaohongshu (Red) and TikTok, connecting with its target audience in an engaging and authentic manner.

Moutai’s social media success lies in its ability to create compelling and shareable content that resonates with its audience. The brand takes advantage of visually appealing imagery and captivating storytelling to make its products and traditions come alive on the digital stage. By combining tradition with innovation, Moutai has successfully appealed to both the younger and older generations, ensuring longevity and relevance in the market.

The digital economy has played a significant role in the sales process of Moutai. The brand has embraced e-commerce platforms, allowing consumers to easily access and purchase their products online. This digital transformation has not only enabled Moutai to reach a wider customer base but has also created a social media phenomenon around Moutai-inspired products, further boosting brand awareness and desirability.

With digital marketing at the forefront of its strategy, Moutai has rejuvenated its brand and expanded its reach in both domestic and international markets. The brand’s success in riding the digital wave has solidified its position as a leader in the spirits sector, with a brand value of US$45.3 billion.

Statistics Value
Total value of the world’s top 50 most valuable beer brands declined by 16%
Mexican beer Corona remains the most valuable beer brand, despite a 28% drop in brand value
Chinese Baijiu brands saw a 27% increase in brand value on average, with Moutai leading at a 15% increase

The Global Impact of Moutai’s Marketing Success

Moutai’s marketing success has not only made waves in the domestic market but has also garnered global recognition and extensive international media coverage. The brand’s strategic and innovative marketing tactics have propelled it to achieve unparalleled success worldwide.

With a surge in popularity among younger consumers, Moutai has successfully managed to capture the attention and loyalty of Gen Z consumers, a demographic known for their discerning tastes and preference for authentic brands. By adapting to evolving consumer preferences and effectively leveraging social media platforms, Moutai has been able to establish a strong global presence.

One of the key factors contributing to Moutai’s global recognition is its ability to penetrate new markets. The brand’s expansion into international markets has been supported by strategic partnerships and collaborations with influential individuals and organizations. These collaborations have not only enabled Moutai to broaden its customer base but have also enhanced its reputation as a premium and prestigious alcohol brand.

Market Expansion and Profit Growth

Moutai’s international marketing efforts have translated into remarkable market expansion and increased profit growth. By capitalizing on its unique selling proposition and leveraging its reputation as a national treasure, Moutai has successfully captured a significant share of the global liquor market.

Year Moutai Share Price Net Profit Growth
2014 RMB 119 ($18.31)
Mid-December, 2022 RMB 650 ($100) +
2017 (first nine months) 60% YoY

The surge in Moutai’s share price, increasing by over 445% since 2014, is an indicator of the brand’s global financial success. Additionally, Moutai’s net profit growth of over 60% year-on-year for the first nine months of 2017 showcases the significant recovery the brand has experienced in its profitability.

The Future of Moutai’s Global Presence

As Moutai continues to strengthen its position in the global market, the brand’s commitment to innovation and meeting consumer demands remains a top priority. With its production constraints allowing for limited supply and increasing demand, Moutai’s prices are expected to remain high for the foreseeable future. This further solidifies its position as a luxury brand with global recognition.

The recognition and success achieved by Moutai serve as a remarkable case study for other traditional brands looking to adapt to the demands of younger consumers and rejuvenate their image. By demonstrating the significance of social media marketing, strategic collaborations, and a deep understanding of global market dynamics, Moutai has paved the way for the future of traditional brands seeking international success.

Overall, Moutai’s unparalleled international presence, global recognition, and extensive media coverage have established it as a leader in the alcoholic beverage market, surpassing competitors and setting new standards for the industry.


Moutai’s marketing success and brand evolution have been driven by a comprehensive and strategic approach. By leveraging its product excellence, luxury pricing, and strong distribution channels, Moutai has positioned itself as a dominant force in the Chinese alcohol market. However, its expansion into the Canadian market has faced challenges due to the low acceptance of Moutai among Canadian customers.

To overcome this obstacle, Moutai has implemented targeted marketing strategies, focusing on the rebranded “Starry Sky” product to appeal to the Canadian target audience, including middle-income Canadians and Chinese individuals over 40 years old residing in major cities like Toronto, Montreal, and Vancouver. The use of promotional methods such as free wine tastings, social media advertising, and billboards in French and English has increased brand visibility.

This adaptive approach also includes pricing products at $19.99, utilizing psychological pricing techniques to align with consumer expectations. The success of Moutai’s marketing strategy can be attributed to its ability to adapt to changing consumer preferences, form successful brand partnerships, and exploit digital platforms.

In conclusion, Moutai’s marketing success and brand evolution serve as an inspiration for traditional brands seeking to thrive in a rapidly evolving market. By reformulating its marketing plan to adapt to the Canadian market environment and continuing to leverage its brand strengths, Moutai can achieve cross-cultural marketing success.


What is Moutai’s marketing strategy?

Moutai’s marketing strategy includes segmentation, targeting, positioning, marketing campaigns, social media marketing, SEO strategies, influencer marketing, e-commerce, and content marketing.

Who is Moutai’s target audience?

Moutai’s target audience consists of high-income individuals who value quality and prestige.

What is the distilling process of Moutai?

Moutai uses carefully selected sorghum and wheat, along with water from the Chishui River, to create a unique and flavorful liquor through a traditional distilling process involving fermentation, steaming, and distillation in earthen pits.

Why is Moutai considered a luxury brand?

Moutai has a rich heritage spanning over a century and is known for its commitment to quality and craftsmanship. It is often served at important events and formal occasions, solidifying its position as a luxury brand.

Who is Moutai’s target audience?

Moutai’s target audience comprises high-income individuals who appreciate the finest quality and seek prestige in their choices.

How does Moutai engage with its audience on social media?

Moutai utilizes Instagram, Pinterest, Facebook, and Tinder to engage with its audience through visually stunning content, captivating storytelling, and active interaction with followers.

What is included in Moutai’s marketing mix?

Moutai’s marketing mix includes product excellence, prestige pricing, strong distribution channels, and compelling promotion strategies.

How does Moutai collaborate with other brands?

Moutai collaborates with brands like Luckin Coffee to introduce innovative products and revamp its image.

How has Moutai utilized digital marketing?

Moutai has leveraged popular Chinese platforms like Xiaohongshu and TikTok to create captivating content and engage with its audience, contributing to its success in the digital realm.

How has Moutai achieved international recognition?

Moutai’s innovative marketing tactics and partnerships have helped it gain international recognition and media coverage.

What has been the key to Moutai’s marketing success?

The key to Moutai’s marketing success has been its ability to adapt to changing consumer preferences, forge successful brand partnerships, and leverage the digital landscape.
About the author

Nina Sheridan is a seasoned author at, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.