Chinese liquor brand Moutai sees fast growth along Belt and Road

Kweichow Moutai, China's national liquor, has seen overseas sales grow in the Belt and Road countries.

Overseas sales in H1 grew by 40 percent year-on-year, said Zhang Deqin, deputy general manager of the group, who is attending an international expo in southwest China's Guizhou Province.

Sales in central and eastern Europe have grown by almost 90 percent since the Belt and Road initiative was proposed in 2013, according to Zhang.

Sales in 26 countries along the Belt and Road accounted for nearly 19 percent all sales, Zhang said.

"We will explore more markets with better understanding of consumption habits, levels, economic conditions of Belt and Road countries," said Zhang, adding that the group would look for overseas franchise opportunities.

Moutai is sold in 78 countries and regions. Last year the Group earned US$314 million through exports of 1,721 tonnes of Kweichow Moutai and other alcoholic beverages.

Moutai, produced in Renhuai City of Guizhou Province, is often served on official occasions such as state banquets. Despite its high prices (up from US$200 per bottle), domestic demand for Moutai has always exceeded supply.