At the 2026 interim results briefing held on August 21, Kweichow Moutai Co.,Ltd. addressed investor inquiries about its approach to engaging younger consumers. When asked whether the company has specific plans, such as developing lower-alcohol products or organizing tasting events, acting general manager Wang Li outlined a comprehensive strategy targeting this demographic.
Wang explained that the company is tackling what it identifies as five key barriers to youth engagement: cultural, taste, accessibility, pricing, and consumption scenarios. To break through cultural and scenario barriers, Moutai has launched the "Happy with Music, Joy with Crawfish" campaign for its Prince Moutai brand across twelve cities. The events, already held in Guiyang, Nanjing, Hefei, Wuhan, and Changsha, with upcoming stops in Chengdu and Dali, pair live music with specially crafted dishes and cocktails. Nanjing featured "thirteen-spice" crawfish with a jasmine-infused mixer, Changsha offered iced crawfish with a spicy cocktail, and Ordos presented "grassland" crawfish with a wild berry blend—all designed to introduce baijiu in relaxed, informal settings rather than formal banquets.
To address accessibility, the company has adapted to younger lifestyles through its "i Moutai" digital platform. Currently, users under 35 account for 44.37% of the platform's membership, while those aged 35 to 45 represent an additional 30.9%. This channel has proven effective in connecting with younger audiences who prefer digital engagement.
On the taste front, Moutai has introduced innovative products during the red sorghum harvest season and at select cultural experience centers. These include a 40-proof base spirit designed for mixing and a 6-proof sorghum-based beverage, both developed based on insights into younger consumers' familiar flavor preferences.
Looking ahead, Wang revealed a tiered operational strategy targeting consumers aged 18 to 45. For the 18-25 age group, currently in the brand introduction phase, the goal is building brand reputation and presenting Moutai as warm, responsible, and reliable. The 25-30 segment, entering the market, will be guided through appropriate channels to gradually develop familiarity with baijiu. Consumers aged 30-35, in their growth phase, will receive conversion strategies tailored to their evolving consumption needs. Finally, the 35-45 bracket, considered stable drinkers, will be reinforced through brand loyalty initiatives and consistent product quality.
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