China Moutai

What China Moutai does

China Moutai is the French subsidiary (legally Guizhou Moutai Paris Trading Co., Ltd. / 贵州茅台巴黎贸易有限公司) of Kweichow Moutai Group (贵州茅台集团), China's state-affiliated producer of Jiang Xiang (sauce aroma) baijiu. Operating from two Paris addresses (164 Boulevard Masséna 75013 and 51 Rue des Mathurins 75008) with a six-person team, the entity functions as the European marketing, distribution, and cultural-diplomacy node for a 2,000+ year-old spirit category. Its core portfolio spans FlyingFairy Moutai (53% ABV, the flagship Feitian series in 50ml–1L formats), commemorative Moutai Chun editions (1992, 2008), the annual Moutai Zodiaque zodiac series (2014–2022), Millésime 15/30/50-year aged vintages, and collectible SKUs including chef d'oeuvre, Papier précieux, and wooden box trésor editions. All products are distilled from local sorghum, wheat, and water using the proprietary eight-fermentations-and-nine-distillations process with a mandatory minimum five-year clay-pot aging.

The subsidiary's go-to-market blends event-driven experiential marketing (Vinexpo Paris, World Baijiu Day, Paris Gastronomy Festival, Chinese New Year receptions), enterprise field sales to luxury hospitality (Le Cordon Bleu Paris, InterContinental Le Grand, Pavillon Royal, Combat Bar), and channel-partner distribution through a 10+ year Camus (French cognac house) relationship initiated in 2005 and 104 international distributors across 66 countries as of the 2017 Moutai Town conference. Pricing is opaque and tiered across luxury SKUs at premium price points, with revenue derived from one-time premium baijiu sales and an emerging cocktail-program demand stream. Brand equity is reinforced by AOP-equivalent protected designation of origin status (the oldest Chinese spirit so protected) and 2014 EU-China Geographical Indication mutual recognition, while the broader group-level operation provides an unmatched parent-backed brand narrative and historical depth that the French operation leverages institutionally.

Name

China Moutai

Legal name

Guizhou Moutai Paris Trading Co., Ltd. (贵州茅台巴黎贸易有限公司)

Website

https://chinamoutai.fr

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

China Moutai France (Guizhou Moutai Paris Trading Co., Ltd.) is the Paris-based European subsidiary of Kweichow Moutai Group, marketing and distributing premium Jiang Xiang sauce-aroma baijiu to French luxury hospitality, culinary institutions, and Chinese diaspora consumers through retail, events, and the Camus distribution partnership.

Ownership category

akta.pro rank

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Premium Baijiu Sales: Sale of premium baijiu products across various tiers: mainstream FlyingFairy series, aged vintage series (15, 30, 50 years), zodiac animal series, limited editions, and special commemorative releases. Revenue is generated through one-time product sales at luxury price points.
2. Cocktail Program: Moutai-based cocktails developed in partnership with French bars and restaurants create additional demand for the base product while introducing baijiu to new consumer segments through mixed drink consumption occasions.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

China Moutai France is the Paris-based subsidiary of Kweichow Moutai Group, producing, marketing, and distributing premium Chinese sauce-aroma baijiu (Moutai) in France and Europe. The product portfolio includes the flagship FlyingFairy series, aged vintage Millésime expressions (15, 30, 50 years), annual Moutai Zodiaque zodiac collectibles, Moutai Chun commemoratives, and premium collectible editions such as Papier précieux. The company sells through two Paris retail stores, the Camus international distribution partnership, and luxury hospitality on-premise accounts.

Product overview

China Moutai is a traditional baijiu (Chinese distilled grain spirits) producer and exporter, originating from Maotai Town in Kweichow Province, China. The product portfolio centers on FlyingFairy Moutai (Feitian), the flagship sauce-aroma baijiu, supplemented by the Moutai Chun sub-series (including 1992 and 2008 commemorative editions), Moutai Zodiaque zodiac series, and Millésime aged vintages (15, 30, and 50 years). Limited edition zodiac animal series products span from 2014 to 2022. Premium collectibles include chef d'oeuvre, Papier précieux, and wooden box treasure editions. The company also promotes Moutai cocktail culture through various recipe creations. All products are distilled from local sorghum, wheat, and water using traditional techniques with at least five years of aging.

Differentiator

Problem solved

Functional benefit

Brands

• FlyingFairy Moutai (飞天茅台): The main product line named after the Flying Apsaras fresco in Dunhuang. Represents the most famous Moutai product, known for its prominent sauce aroma, elegant taste, and lasting aftertaste.
• Moutai Chun (茅台醇)
• Moutai Zodiaque (茅台醇星座系列)
• Moutai Chef d'Oeuvre (茅台精品)
• Papier Précieux (茅台纸珍)
• Moutai Boîte à Trésors en Bois (茅台木盒珍品)
• Moutai Cheval (甲午马年生肖酒)
• Moutai Chèvre (乙未羊年生肖酒)
• Moutai Singe (丙申猴年生肖酒)
• Moutai Coq (丁酉鸡年生肖酒)
• Moutai Chien (戊戌狗年生肖酒)
• Moutai Cochon (己亥猪年生肖酒)
• Moutai Rat (庚子鼠年生肖酒)
• Moutai Tauraux (辛丑牛年生肖酒)
• Moutai Tigre (壬寅虎年生肖酒)
• Millésime 50 ans d'âge (茅台五十年年份酒)
• Millésime 30 ans d'âge (茅台三十年年份酒)
• Millésime 15 ans d'âge (茅台十五年年份酒)

Products and services

• FlyingFairy Moutai (飞天茅台) The main product line of Moutai baijiu, characterized by prominent sauce aroma, elegant taste, and pleasant lingering texture. Sets the standard for Chinese alcohols as China's national spirit at 53% ABV, available in 50ml, 200ml, 375ml, 500ml, and 1L formats.
• Millésime 15 ans d'âge (15年年份酒) 15-year aged vintage Moutai offering a long, lingering taste with prominent sauce aroma. The most accessible expression in the vintage Millésime tier.
• Millésime 30 ans d'âge (30年年份酒) 30-year aged vintage Moutai featuring prominent sauce aroma, rich aged character, long finish, and persistent fragrance in empty glass.
• Millésime 50 ans d'âge (50年年份酒) 50-year aged premium vintage Moutai with natural integration of flavors, representing the apex of the aged vintage portfolio.
• Moutai Zodiaque (茅台醇星座系列) Zodiac-themed Moutai series combining astrology culture with baijiu tradition, featuring soft and gentle taste with smoothness, refreshment, and purity.
• Moutai Cheval (2014 Horse Year Zodiac Edition) 2014 Horse Year zodiac Moutai with red bottle representing fire element, featuring painting by Liu Boshu and 'Jiawu Horse Year' seal designation.
• Moutai Chèvre (2015 Goat Year Zodiac Edition) 2015 Goat Year zodiac Moutai with Imperial Yellow ceramic glaze bottle, including painting 'Three Goats Bringing Peace' by Liu Dawei.
• Moutai Singe (2016 Monkey Year Zodiac Edition) 2016 Monkey Year zodiac Moutai featuring calligraphy by Lei Zhenmin and painting 'Offering Longevity' by Li Yan.
• Moutai Coq (2017 Rooster Year Zodiac Edition) 2017 Rooster Year zodiac Moutai with peacock blue ceramic bottle, gold-patterned lid, rooster character seal, and painting 'Morning Call' by Chen Yongqiang.
• Moutai Chien (2018 Dog Year Zodiac Edition)

Quantifiable outcome

• Over 12.8 billion RMB revenue in Q1 2017, representing 25.38% year-over-year growth
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered core, flagship and minor.

• Camus (France)coreChannel Partner/ Reseller/ Distributor · 30 June 2005Ten-year partnership (celebrated in 2015) with French cognac house Camus for global distribution of premium Moutai. Camus promoted Moutai as the world's 4th most famous premium spirit, making it a successful model of high-end cooperation between China and France.
• Le Cordon Bleu ParisflagshipStrategic or Co-development PartnerPartnership with the prestigious French culinary institution for tasting events, student programs, and cultural exchanges introducing baijiu to culinary professionals. Moutai participates in cooking demonstrations and gastronomic events at the school.
• VinexpocoreGTM or Marketing PartnerStrategic partnership with Vinexpo Paris for presence at the premier international wine and spirits exhibition. Moutai featured as a key Chinese spirits brand at Vinexpo 2022.
• Pavillon Royal ParisminorStrategic or Co-development PartnerPrestigious Paris venue that hosted the 2018 Chinese New Year reception and Moutai France advisory board inauguration ceremony with over 100 VIP guests from French business, cultural, and Chinese community circles.
• Combat Bar ParisminorStrategic or Co-development PartnerParis bar that created signature Moutai-based cocktails including 'Le Deneuve' for International Women's Day celebration, featuring mixologists Margot Le Carpentier, Elise Drouet, and Elena Schmitt.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Pernod Ricard: Pernod Ricard is a French-headquartered global spirits giant whose portfolio (Martell cognac, Chivas Scotch, Jameson, etc.) directly competes with Moutai for luxury French on-trade placements and travel retail. Its Paris-based headquarters and established French trade relationships create overlapping competitive dynamics.
• Rémy Cointreau: Rémy Cointreau operates the Rémy Martin cognac house and other luxury spirits brands from France, directly competing with Moutai for premium French hospitality listings and cognac-curious luxury consumers. Its established French luxury credentials position it as a benchmark for Moutai's French market entry.
• Diageo: Diageo is the world's largest international premium spirits company (Johnnie Walker, Tanqueray, etc.) and competes with Moutai for the same luxury hospitality placements and trade buyer relationships in France. Diageo's broad incumbent position and extensive distribution create the primary Western competitive reference point for Moutai.
• LVMH / Moët Hennessy: LVMH owns Moët Hennessy, the world's largest luxury spirits portfolio (Hennessy cognac, Dom Pérignon, etc.), and competes directly with Moutai for premium French on-trade listings, collector mindshare, and the same affluent luxury hospitality consumers across Europe.

Direct peers

• Luzhou Laojiao (泸州老窖): Luzhou Laojiao is one of the four oldest Chinese baijiu distilleries and a major premium Chinese spirits brand. It pursues similar international expansion ambitions as Moutai and competes for the same overseas Chinese diaspora and luxury hospitality placements.
• Gujing Gongjiu (古井贡酒): Gujing Gongjiu is a historic Chinese baijiu producer competing in the same premium national spirit category as Moutai. It pursues comparable international expansion ambitions targeting Chinese diaspora communities and luxury hospitality placements abroad.
• Wuliangye (五粮液): Wuliangye is one of China's leading baijiu producers alongside Kweichow Moutai, with comparable premium positioning and ongoing international expansion efforts targeting Western markets. Both brands compete for the same Chinese national spirit narrative and overseas distribution channels.
• Shanxi Xinghuacun Fenjiu (汾酒): Fenjiu is one of China's oldest baijiu brands with a fen (light aroma) style profile distinct from Moutai's sauce-aroma style, but it competes in the same premium Chinese spirits category and is pursuing parallel international expansion strategies targeting Western markets.
• Yanghe Brewery (洋河): Yanghe is one of China's largest baijiu producers and is actively pursuing overseas expansion similar to Moutai. Both brands target Chinese diaspora consumers abroad and compete for placement in overseas Chinese restaurants, luxury hotels, and duty-free channels.

Others

• Camus Cognac: Camus is the French cognac house that has been Moutai's strategic distribution partner since 2005. While not a direct competitor in product, Camus operates in the same French luxury spirits ecosystem and its role as both partner and adjacent prestige spirits producer makes it a uniquely comparable peer in the French market context.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/moutaifr
• LinkedInlinkedin.com/company/china-moutai

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about China Moutai