Kweichow Moutai, often referred to simply as Moutai, stands as one of the most renowned and expensive baijiu brands in the world. The allure and mystique surrounding this Chinese spirit are not solely dictated by its unique flavor profile but are the culmination of various factors that have propelled it to the pinnacle of exclusivity. In this article, we will explore the reasons behind Kweichow Moutai’s lofty price tag and its status as a symbol of prestige and tradition in China.
Perception is Price:
Kweichow Moutai’s exceptional price is not merely a reflection of its flavor. While its taste may not be dramatically distinct from other sauce aroma baijiu brands, its extraordinary reputation contributes significantly to its premium pricing. Gifting a bottle of Moutai, whether as a gesture of esteem or a symbol of refined taste, carries an air of opulence. This perception of prestige is a triumph of marketing and reputation management.
The intentional aura of wonder and mystery surrounding the Moutai brand has been carefully cultivated. Moreover, its endorsement by the Chinese Communist Party, with Moutai being the spirit served at state banquets, solidifies its position as a symbol of approval from China’s ruling elite.
David Liu, a Shanghai-based analyst and baijiu enthusiast, notes, “Moutai is considered a status symbol because of its high price and limited supply, which I believe is part of Moutai’s marketing and sales strategy.”
The Ascent to Prominence:
Kweichow Moutai’s rise to prominence is intertwined with the history of modern China. It officially became the “national spirit” (though not officially trademarked) in 1949 when Chairman Mao led the founding of the People’s Republic of China. The spirit was favored by Zhou Enlai, the Chinese premier and Mao’s second-in-command, making it the obvious choice for toasts during monumental occasions.
In the 1950s, Chairman Mao’s efforts to modernize production techniques saw the merging of three distilleries, resulting in the birth of Moutai as a distinct brand. This marked the beginning of Moutai’s ascent to global recognition.
Kweichow Moutai is state-owned and operated, contributing substantially to the nation’s finances. As a publicly traded company, it stands as the world’s most valuable liquor brand. This financial success offers little incentive to lower prices, given the enduring popularity of the product.
The Illusion of Rarity:
Moutai perpetuates its image as a premium product by creating an aura of scarcity. This is not only due to its price but also because it is often produced in smaller batches, designed to fuel demand and collectability.
Wu Dewang, the brand manager of Moutai, has emphasized the importance of treating Moutai as a scarce resource, ensuring the perception of exclusivity is maintained.
While this approach may appear elitist, it aligns with Moutai’s historical identity as a drink for the powerful and wealthy.
Moutai as an Investment:
The perception of scarcity has elevated Moutai to a collectible item in China. Bottles of aged Moutai can be worth substantial sums, attracting investors similar to fine wines. Auction houses, including Christie’s, dedicate sections to Moutai auctions, underlining its popularity and collectability. The limited edition releases and packaging further enhance its appeal to collectors.
Kweichow Moutai’s Unbreakable Bond with China:
Just as Guinness is inseparable from Ireland, Kweichow Moutai embodies China’s spirit and culture. This connection reinforces its market value, emphasizing the power of branding. Moutai’s relentless marketing efforts have solidified its position as the most prominent baijiu brand in the world.
Conclusion:
Kweichow Moutai’s exceptional price is a result of a combination of factors, from marketing and perception to its historical significance and exclusivity. While its cost may remain high, Moutai continues to serve as an emblem of China’s rich heritage and tradition, preserving its place in history as a symbol of luxury, prestige, and cultural pride.
A bottle of V.I.P Jiu 8 together with a bottle of Kweichow Moutai Flying Fairy was sent to a UK laboratory for analysis.
The laboratory is a registered member of UKAS – The United Kingdom Accreditation Service that is recognised by the UK government when comparing products to internationally agreed standards.
The two bottles were labelled sample A and sample B.
Sample A – V.I.P Jiu 8.
Sample B – Kweichow Moutai Flying Fairy.
The laboratory concluded that the two bottles were very different, with sample A (VIP Jiu 8) being considerably more complex than sample B (Kweichow Moutai Flying Fairy).
The chart below clearly shows that sample A (VIP Jiu 8) contains many more compounds with positive attributes than sample B (Kweichow Moutai Flying Fairy).
Here are just a few of the many compounds known for their positive qualities found in V.I.P Jiu 8.
Alpha-Pinene and beta-Pinene – a wide range of pharmacological attributes have been reported, including anticoagulant, antitumour, antimicrobial, antimalarial, antioxidant and anti-inflammatory properties.
Beta-Myrcene – has a role as an anti-inflammatory agent and an anabolic agent.
Alpha-Terpinene – a known antioxidant.
Gamma-Terpinene – displays antimicrobial properties against various human pathogens.
Alpha-Terpinolene – produces a mildly sedative effect and can help reduce anxiety.
Alpha copaene – anti-proliferative, antioxidant.
Linalool – known to have anti-anxiety, analgesic and anti-inflammatory properties.
Trans alpha-Bergamotene – effective against inflammation in the intestine.
Beta-selinene – exhibits anti-inflammatory and antioxidant properties. These benefits may reduce the frequency and severity of painful gout attacks.
Beta Ocimene – known to work well with other terpenes and has anti-inflammatory, antifungal, antiviral and antibacterial properties.
