Extensive Marketing Strategy of Moutai – Detailed Explanation

In our previous article, we had learned in detail about the marketing strategy of a fascinating brand, Coolberg. In this article, we will elaborate on the marketing strategy of Moutai -A premium liquor brand.

The objective is to help you gain insights into Moutai’s transition. For more than 100 years, Moutai has been considered one of the three most famous distilled spirits in the world.

Marketing is part of the DNA of any company that can do it or breaks it. As users around the world went digital, marketing followed them all the way to digital. If you are interested in new-age digital marketing, then you should definitely check out IIDE ‘s  Free MasterClass on Digital Marketing 101  by our CEO and Founder, Karan Shah.

We will fully cover our marketing strategy for Moutai in this blog. Before we begin our deep dive, let’s start by learning the company’s history, target audience, and digital presence.

About Kweichow, Moutai

Moutai has a long history. From 135 BC, the “Qi Jiang Jiu” produced in the Moutai Town area was regarded as a tribute to the royal family.

Moutai Bulao is a 53° blended liquor manufactured by Guizhou Moutai Winery (Group) Health Wine Co., Ltd., a subsidiary of Kweichow Moutai Group. It shares the same roots and backgrounds as Kweichow Moutai and has been selected as the key strategic brand and product of the Moutai Group since 2018. 

Derived from a millennial traditional brewing technique, the production process of a batch of Moutai Bulao takes at least three to five years. That’s one of the most complicated brewing processes in the whole liquor industry. Moutai Bulao has been the Group’s overall strategy and product since 2018.

In the context of a growing global population of young people and rapidly rising disposable incomes, the demand for alcoholic beverages is also increasing. 

According to recent statistics, the revenue in the Alcoholic drinks market in the US was $1441,248 million in 2021. Amongst that, we have China with the biggest Consumption of Alcoholic drinks.

 Today, the combination of old traditional techniques and modern technology has produced “Moutai”, the world’s first distilled spirits brand. 

Moutai has become an outstanding representation of baijiu, a Chinese colorless liquor typically between 35% and 60% alcohol by volume, which won the gold medal at the Panama World Expo in the 19th century.