Since entering the South African market in November last year, Chinese liquor giant Moutai's products have grown in popularity, thanks in part to Chinese expats and curious locals wanting to taste the latest tipple.
The South African agent of Kweichow Moutai Group has extensively sought new ways of gaining market penetration for what is considered the national drink of China.
Served to foreign dignitaries at state banquets, the strong white spirit is extremely popular in China, so much that domestic supplies often fall short of demand. Despite this, Moutai has not stopped its push to expand into overseas markets.
South Africa, Namibia and Mozambique were chosen as the first markets for Moutai's African strategy, with the company determined to launch its products across the continent. To begin with, Moutai is mainly targeting Chinese expats, business people and tourists in Africa.
"The move is our first step into the African market and demonstrates Moutai's answer to the government's Belt and Road Initiative," said Li Baofang, chairman and general manager of the group, when Moutai made its debut in South Africa last November.
Moutai liquor is now available in five-star hotels, Chinese restaurants and local bars, serving high-end consumers, Chinese patrons and locals, said Anson Zhu, an agent for South Africa's Moutai wholesale retailer.
"We are not only targeting the large market of Chinese consumers, but we are also seeking to cultivate the smaller market of local consumers," said Zhu, adding that the liquor can be purchased for sale at supermarkets, hotels, restaurants and bars.
Retailers can order samples of Moutai to taste before buying to ensure the liquor is genuine, according to the retail agent.
"This is a way to stop fake Moutai liquor entering the market," Zhu said. "We must ensure what we sell on the market stand for Chinese quality."
The wholesale price for a bottle of Moutai is about 2,600 rand ($204.6) and each bottle is labeled with a special code to ensure it is genuine.
This year marks the 20th anniversary of the establishment of the diplomatic ties between China and South Africa. In that time, many South Africans have visited China and experienced its national drink.
Zhu said many South Africans drink Moutai differently from Chinese people, preferring to sip it like a whisky, instead of glugging the whole glass in one go. A shot of Moutai costs around 200 rand.
The company hopes the experiences it gains from South Africa can be applied across the continent.
"This is quite a unique market and we believe it has the potential to spread the flavor of Moutai among African people," Zhu said.
panzhongming@chinadaily.com.cn
(China Daily Africa Weekly 06/15/2018 page30)
