Today, when talking about top-quality local spirits from China that have transformed from humble products to global luxury brands, the first name that comes to mind is“Moutai”without a doubt.
Moutai is a type of baijiu, or white liquor, originating from Guizhou Province, China. It’s no longer just an ordinary alcoholic drink but has become one of China's most powerful soft power tools and diplomatic instruments.
From a local spirit costing only a few dozen baht per bottle, some Moutai editions now auction for millions of baht. 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 looking back at the spirits and the advancing liquor industry, how can Thailand’s emerging local spirits brands decode and apply these success lessons?
The first interesting point is that Moutai’s high price isn’t simply due to arbitrary pricing but comes from “the story and narrative” that are inseparably tied to its place of origin.
Authentic Moutai must be produced in Moutai town, Renhuai city,Guizhou Province,because this area has a unique ecosystem—specific winds, humidity, and most importantly, the Chishui River, a natural water source that is pure and rich in minerals. The Chinese government values this highly and is preparing legislation to protect this river to preserve the liquor’s quality.
Similarly, many Thai local spirit brands from various regions have excellent local ingredients—like Khao Hom Mali rice from Thung Kula Rong Hai, palm sugar from Phetchaburi, or sugarcane from Suphanburi. Promoting standards, including geographic indications and storytelling about the water source and climate, can elevate "white liquor" to "craft spirits" with unique value that cannot be replicated. If you look closely, Thailand still has many untold stories hidden deeply in its regions.
Moutai: Craft spirit as a work of art
Moutai uses an artisanal, meticulous production method akin to art. It follows a secret formula of "steamed 9 times, fermented 8 times, distilled 7 times," then aged in earthenware containers for at least 3–5 years. To produce a 53-degree spirit ready for sale, it takes no less than five years.
This process limits production to once a year. When supply is scarce but demand is high, rarity drives prices soaring, turning Moutai into a collectible and an investment asset for billionaires.
Although Thailand has recently eased regulations to allow more small producers into the market, escaping price wars requires focusing on premium Thai spirits by emphasizing aging and quality control. This can shift the perception from cheap, harsh liquor to a drink to be savored and appreciated over time.
“The buyer does not drink; the drinker does not buy.”
This saying perfectly reflects Moutai’s role in Chinese society. Moutai is not just a beverage but a "status symbol." Historically, in 1972, Chinese leader Zhou Enlai served Moutai to U.S. President Richard Nixon, and since then, it has become China’s "national spirit," featured in state ceremonies, weddings, and diplomatic gifts.
This example highlights how Thai government and private sectors must collaborate to elevate local Thai spirits into prestigious guest reception drinks or showcase them at global events like gala dinners and film festivals to build a luxury image. Currently, Thai spirits are increasingly promoted assoft powerpaired with Thai cuisine. Achieving this could massively boost the value of Thai spirits.
Rebranding and adding value
An important point is that although Moutai is a strong spirit with a long history, it never stands still. The brand now targets younger and global markets through many collaborations, such as the campaign "Moutai x Luckin Coffee" (Moutai latte) or "Moutai x Dove" (chocolate with Moutai), and by using it in cocktails and fusion cuisine. This transforms the image from "an old man's drink" to a trendy beverage in bars across Europe and Asia.
This trend significantly influences Thai producers to rebrand their strong white spirits, making them more distinctive. Collaborations with bartenders and mixologists to create "signature cocktails" using Thai spirits as a base can make local liquors easier to drink and stylish in a cocktail glass, opening the door to young drinkers and international tourists rapidly.
Today, Thailand’s alcoholic beverage market is worth nearly 200 billion baht and should not be monopolized by just a few players. Unlocking community spirits is a good start, but the next step is "adding value."
Moutai’s success proves that combining traditional wisdom with compelling storytelling and excellent quality control allows a small local spirit to make a global impact and becomea country’s strongest soft power.This transformation takes time, but it’s believed that now is the moment for "Thai spirits" to evolve beyond just being a confusing drink to becoming a source of national pride on the world stage.