China Kweichow Moutai's Belt and Road Branding Initiative Makes Its Debut on the African Continent

          On November 15, a delegation from China Kweichow Moutai dedicated to promoting Moutai's liquor culture in response to the Chinese government's One Belt, One Road initiative arrived in Africa, and was warmly welcomed by hundreds of fans. This is the first time that Kweichow Moutai has launched an official branding initiative on the African continent.

          Moutai's market value now exceeds US$120 billion, the highest among alcoholic beverage producers worldwide. In the past two years, Moutai has launched branding events in Moscow, Milan, San Francisco and Hamburg, with each event having proven successful in vastly raising the visibility of the brand. More recently, the group rolled out a new branding strategy for overseas markets. South Africa was selected by Moutai as the first destination for its roadshow following the conference, demonstrating the importance the group attaches to the African market.

          "It is increasingly clear to us that in order to achieve healthy cooperation, we cannot solely depend on one-way exports, but also adopt a bi-directional balanced strategy based on mutual benefits, leveraging each other's advantages and achieving common development goals," said Li Baofang, Party Secretary and General Manager of Moutai Group and head of the delegation. "For 2017, Moutai's total exports are expected to reach 2,000 tons, an increase of 15% year-on-year. Countries and regions along the Belt and Road initiative's route will be a huge stage upon which Moutai can showcase its cultural charm."

          The "Meeting in Africa through the Unique Aroma -- China Kweichow Moutai the Belt and Road Branding initiatives" event held by Moutai Group at Cape Town International Convention Centre on November 17 included a spectacular party at which guests enjoyed a wide selection of Moutai cocktails and were impressed by the glamour of the Moutai liquor culture. Moutai presented the bespoke Entering Africa commemorative liquor as a gift in celebration of the 20th anniversary of Sino-South Africa relations. Moutai and a dozen Chinese-invested companies with operations in Africa, including Huawei, Hisense and Sinosteel, signed the Proposal for Africa-China Enterprises "Belt and Road" Common Development Alliance.

          The China Kweichow Moutai "the Belt and Road" South Africa Trip Business Meeting held on the same day brought together several of South Africa's government and business leaders. At the gathering, the government of Cape Town presented a "Key to the City", a symbol of good fortune and hope, to Mr. Li. On the 19th, Tukwini Mandela, the granddaughter of former South African president Nelson Mandela, congratulated the delegation and gave Moutai a bottle of wine that bears the signature of her mother Makaziwe Mandela, the eldest daughter of Mr. Mandela. Moutai also presented her a bottle of Moutai commemorative liquor as a gift in return.

          The Moutai road trip will continue next onto the neighbouring countries of Namibia and Mozambique.