Kweichow Moutai- Building and Sustaining a Top Luxury Brand

Case Code: MKTG432
Case Length: 17 Pages
Period: 2000-2020
Pub Date: 2021
Teaching Note: Available
Price: Rs.400
Organization : Kweichow Moutai Co., Ltd.
Industry :Food & Beverage
Countries : India
Themes: Brand Strategy, Brand Loyalty, Marketing Strategy,Brand Differentiation
Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Abstract Case Intro 1 Case Intro 2 Excerpts

The Ancient Origins of Moutai

KM’s Maotai or Moutai was the most recognized among the many varieties of baijiu and was sold in a distinctive red-and-white ceramic bottle. Moutai was distilled from fermented sorghum and had a relatively high alcohol content of around 50%. It was stated to be a sauce-flavored baijiu, with a soy sauce-like aftertaste. There were claims that KM’s Moutai was unlike other alcoholic drinks and did not result in a hangover due to its purity...

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