Kweichow Moutai inks deal with Britain, eyes European expansion

Kweichow Moutai, one of China's leading liquor makers, signed an agreement with the Wine and Spirit Trade Association (WSTA) in London on Tuesday to promote the company's products in the UK.

A bottle of Kweichow Moutai liquor. [File Photo: IC]

Moutai is a leading brand of baijiu, a type of Chinese white alcohol. Kweichow Moutai a luxury brand, and their products are often served at state banquets.

Moutai Group exported 17.5 tons of Moutai to the UK last year, generating nearly 2.5 million British pounds in revenue, according to the WSTA.

The company will continue to innovate so that their products adapt to meet the tastes of British consumers, according to Yuan Renguo, chairman of the Kweichow Moutai Group. Yuan says the company's relationship with the UK will be a model for the promotion of Moutai in Europe.

"Over the last few years the China-UK friendship has continued to warm with the efforts of the leaders of both countries – welcoming a golden era of China-UK relations," said Yuan, "This has had a direct impact on increasing our trade relations: Sales of British products, such as Scotch whisky, continue to grow in China; Moutai and other Chinese liquor brands continue to increase sales in the UK."

Working with countries outside of the European Union is key priority for the WSTA in the wake of Brexit, according WSTA Chief Executive Miles Beale. "We have already taken great steps to cement a working agreement with colleagues in Europe with the signing of a Brexit position paper. But the WSTA recognizes that there is more to be done to help members gear up for future export and import opportunities," he said.