Today, when talking about premium spirits, the first name that comes to mind as a top local gem from China, which transformed from a humble product to a global luxury brand, is“Moutai”without a doubt.
Moutai is a type of clear liquor, known in Chinese as Baijiu, originating from Guizhou Province, China. It is no longer just an ordinary alcoholic drink but has become one of China’s most powerful tools of soft power and diplomacy.
From being a local liquor costing only a few tens of baht per bottle, some Moutai editions today have been auctioned at prices reaching several million baht. Additionally, the Kweichow Moutai company has risen to become the most valuable alcoholic beverage brand by market capitalization.
The key question is: How did they achieve this? And turning back to the spirits and progressive liquor industry, what can Thailand’s emerging local spirits sector learn from this success?
The first interesting point is that Moutai’s high price does not come from arbitrary pricing but from the story and narrative intrinsically tied to its place of origin.
Authentic Moutai must be produced only in Maotai Town, Renhuai City, Guizhou Province, where a unique ecosystem exists—including specific wind patterns, humidity, and most importantly, the Chishui River, a pure and mineral-rich natural water source. The Chinese government values this so highly that it has prepared legislation to protect this river to preserve the liquor’s quality.
Similarly, many Thai local spirit brands from various regions boast excellent local ingredients, such as fragrant Kularongkhai jasmine rice, Phetchaburi palm sugar, or sugarcane from Suphanburi. Promoting standards through geographical indications and storytelling about the water source and climate conditions can elevate “white liquor” into unique “craft spirits” with inimitable value. Looking deeper, Thailand still holds many hidden local stories waiting to be told.
Moutai: Craft Liquor as a Work of Art
Moutai employs a meticulous production process akin to artwork, following the secret formula “steamed 9 times, fermented 8 times, distilled 7 times,” and must be aged in earthenware containers for at least 3–5 years. Producing the 53-degree spirit ready for sale takes no less than five years.
This process limits production to once a year. With limited supply and high demand, the scarcity principle drives prices sky-high, turning Moutai into a collectible and an investment asset for billionaires.
Currently, although Thailand has relaxed conditions to allow more small producers into the market, escaping price wars requires focusing on premium products. Emphasizing aging and premium quality control can transform the image from cheap, head-spinning liquor into a drink to savor and appreciate over time.
“Those who buy don’t drink; those who drink don’t buy.”
This phrase aptly reflects Moutai’s role in Chinese society. It is not just a beverage but a “status symbol.” Historically, in 1972, Chinese leader Zhou Enlai used Moutai to entertain U.S. President Richard Nixon, and since then, it has become China’s “national liquor” used in state ceremonies, weddings, and as gifts to strengthen diplomatic ties.
This example is a model for the Thai government and private sector to collaborate in elevating Thai local spirits to become official drinks for hosting domestic and international guests or to be featured at global events like gala dinners and film festivals, creating a luxurious image. Interestingly, Thai spirits are increasingly being promoted assoft poweralongside Thai cuisine. Achieving this could dramatically boost the value of Thai spirits.
Rebranding to Create Added Value
An important aspect is that although Moutai is a strong spirit with a long history, the brand never stands still. It now targets younger and global markets through many collaborations, such as the notable “Moutai x Luckin Coffee” campaign (a latte mixed with Moutai), or “Moutai x Dove” (chocolate blended with Moutai), and incorporating Moutai into cocktails and fusion cuisine to shed its image as an “old person’s liquor,” making it a trendy drink in bars across Europe and Asia.
This image shift is crucial for Thai spirit producers to reshape the perception of strong white spirits as hard to drink, giving them distinct identities and presenting these uniquely—such as working with bartenders and mixologists to create “signature cocktails” based on Thai spirits. Making local liquors easier to drink and stylish in cocktail glasses can open doors quickly to younger drinkers and foreign tourists.
Today, Thailand’s alcoholic beverage market is worth nearly 200 billion baht and should not be dominated by just a few players. Unlocking community spirits is a good start, but the next step is to “create added value.”
Moutai’s success proves that by combining traditional wisdom with compelling storytelling and excellent quality control, small local spirit bottles can shake the global stage and becomea country’s strongest soft poweras well. This process takes time, but it is believed that the time has come for “Thai spirits” to stop being seen as merely hard-to-understand alcohol and start becoming a global pride.