Kweichow Moutai Winery plans to launch its Maotai Spirit, a luxurious spirit in China, in the US market. This move would allow the product consumers in the US and other Western nations to get the spirit easily.
Product information
Since its introduction into the market, Maotai Spirit has largely been considered a luxurious product. The product has gained massive popularity in the Chinese market, and it is currently seen as a national brand. In china, alcoholic spirit has remained a significant part of the country’s tradition.
It is recognized in several social events, including birthday celebrations, business entertainment and state ceremonies. Spirit drinks have been used in China to show respect and happiness, and therefore China manufactures distilled spirit drinks in large volumes. Following the massive success of this brand in the Chinese market, it has become necessary to explore the American markets.
Maotai (the sorghum-based liquor) has gained recognition as China’s national drink. About 55 percent of the drink is manufactured from sorghum and wheat, and for centuries, this practice has persisted in Maotai Town, Guizhou Province for centuries.
The spirit has a long history in China and is associated with the activities of the Red Army in 1935 and the Long March. The rebel commander, Zhou Enlai later referred to Maotai as “China’s “national wine,” giving it an undeniable marketing edge over the other gullet-searing grain spirits, collectively known as baijiu, and tossed back at banquet tables across the nation”.
In the US market, the company would rely on different distribution channels for different target markets. Shoppers can therefore purchase Maotai Spirits directly from various distribution channels and outlets.
The product will serve different purposes for consumers, especially to those who may not be familiar with the Chinese culture or unsure of which Chinese spirit is the best for any given occasion.
It is the Spirit of preference in many national functions. For instance, Christy Choi had noted that many global leaders such as “Richard Nixon, Kim Il-sung, Margaret Thatcher and Ho Chi Minh among others” have toasted Maotai Spirits in China during state functions.
China Kweichow Moutai Winery will market its Maotai Spirits as a global luxurious brand that appeal to many global consumers, including state officials. Moreover, the product will be packaged colorfully to differentiate it from competitors and Chinese counterfeits.
A colorfully bottled fermented sorghum spirit of Maotai is well established in the Chinese market.
Maotai is not just an ordinary spirit drink. It is a drink that many customers will enjoy and find appropriate for different occasions on a daily basis. The global customers are the main reason that Kweichow Moutai Winery has embarked on international distribution of the spirit to encourage consumption and accessibility. The company will easily show the different between Maotai Spirit and other drinks and explain why the drink is suitable for several occasions. Kweichow Moutai Winery is passionate about its Maotai Spirits and more passionate about its global consumers.
For example, Kweichow Moutai Winery holds its customer in high esteem. Given the historic nature of the drink and its association with prominent leaders from the US and other parts of the world, the company would appeal to global leaders to recognize the position of the spirits in the world. Maotai Spirits is liquor for young elites and business executives who only consume premium drinks and have gathered more experiences with a wide range of drinks. Finally, Asian immigrants who are considered as symbols of success in the US society because the drink has a great story in China and to US Chinese immigrants.
Information on the company
China Kweichow Moutai Winery (Group) Co., Ltd. is based in the town of Maotai, Guizhou. The company has excelled in manufacturing of luxurious wine and spirits in China. It has 32 fully owned subsidiaries. They operate in beer, liquor, banking, wine, property, real estate and securities among others.
China Kweichow Moutai Winery assets have reached RMB 44.747 billion yuan as at 2011. It is the only liquor manufacturing company in China with excellence and national recognition and awards. China Kweichow Moutai Winery represents the country’s commerce at the international level.
Maotai Spirits has been ranked among the world’s best liquors such as Cognac and Scotch whisky. China Kweichow Moutai Winery has won the gold medal for Panama Pacific International Exposition in America because of its liquor. The company is known to produce the only liquor brand in Asia with wide consumption and conservative modes of production for many years.
China Kweichow Moutai Winery uses unique manufacturing technologies to brew the liquor that appeals to global consumers. Today, it is the most recognized, praised and admired company in China.