(Re)Introducing you to this Chinese brand
Classic Chinese brand serving up modern-day twists 🍸
Chinese brands are on the rise. From tech to tea, whether they’re going global or crushing the competition at home, we think there are some seriously cool brands out there worth knowing. This series aims to spotlight those brands and the strategies that make them stand out.
“From ‘the first sip of Moutai for young people’ to ‘the first bottle of Moutai for young people.’”
Founded in 1999, Moutai was once synonymous with China’s premium baijiu (a clear, distilled liquor typically ranging from 35% to 60% ABV — it’ll put hair on your chest).
In 2021, it became China’s most valuable publicly traded company, surpassing major technology firms, including Tencent and Alibaba. Although its market cap has declined since 2024, it ranks as the 36th most valuable company globally.
Traditionally a symbol of elite hospitality, its soaring prices made it inaccessible to the average consumer. However, over the past three years, Moutai has been quietly expanding beyond the baijiu market, targeting younger audiences with a more diversified approach.
Old drink, new tricks — Moutai’s willingness to embrace pop-culture and digital innovation
A common challenge for legacy brands is shedding their “old-fashioned” image without losing their heritage, while new brands struggle to establish instant recognition. Cross-industry collaborations can be a win-win, helping bridge this gap, blending tradition with buzz-worthy appeal.
Since 2023, Moutai has launched viral collaborations with Luckin Coffee, Dove Chocolate, and KFC, creating hit products like the “Maotai Flavor Latte” and “Moutai-infused Chocolate.”
These limited-edition releases, amplified by social media buzz (e.g., “My first sip of Moutai was at KFC”), drove massive consumer engagement, with single-day sales exceeding ¥1 billion.
There’s an app for that
Moutai’s digital transformation includes the launch of the iMoutai app in 2023, which facilitates direct online sales. The platform now boasts over 53 million registered users and 4.8 million daily active users.
Gamified interactions and AR experiences enhance brand engagement, while AI-powered projects, such as a virtual museum in collaboration with China National Geography, extend Moutai’s cultural influence.
Beyond Baijiu — tapping into the tea trend
Beyond alcoholic beverages, Moutai has entered the high-end tea market.
Offering luxury tea products starting from a ¥2,888 (~$400) zodiac-themed tea to a ¥188,000 (~$25,000) aged tea paste, turning tea into a collectible investment. The launch generated over ¥2 billion (~$273M) in sales on its first day.
Meanwhile, by incorporating Moutai-flavored tea cocktails into offline brand experiences, Moutai aligns itself with the evolving tea culture and Gen Z-friendly storytelling, making luxury more approachable to younger consumers.
So, the next time you’re in the mood to celebrate or drop a casual 20K on some tea paste, we encourage you to check out this iconic brand for yourself 🥃 Cheers!
As always, thanks for reading! ✌🏼
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Nice summary of what Moutai has been up to lately! Thank you
I am wondering how the existing customer base reacts to these brand crossovers and rejuvenation of the brand. Do they see the exclusivity of the brand diminished?