Storming in at number nine on the Millward Brown list, baijiu brand Moutai now holds a brand value of US $13bn with 42% growth year-on-year, and almost 80% year-on-year growth.
Owned by the Kweichow Moutai Company, Moutai positions the clear sorghum-based liquor brand as China’s national drink, and one favored by business and government leaders, but has made efforts to update its image by creating a special label, Jackie Chan Moutai, after the film star.
With baijiu still little-known outside China, Millward Brown said that Renhuai- headquartered Moutai was now aggressively growing overseas sales, with the liquor now present in 100 countries/regions.
Moutai opened its first French store in April 2012, and is partnering with a distributor there to promote the brand in luxury hotels, restaurants and malls.
“Overseas sales increase in importance as China’s economy slows and government regulations discourage excessive spending on official banquets,” Millward Brown’s analysts wrote.
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