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 |
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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