With a little over a month to launch, Key Events partnered with one of China’s leading PR firms to provide end-to-end event management for the brand launch of Kweichow Moutai, one of China’s oldest spirit manufacturers, which was recently reported by Forbes as “the world’s most valuable liquor brand”. We served as the agency’s boots on the ground to re-introduce the alcohol brand to the Chinese-American Market through an immersive brand experience.
With $5.8B in annual revenues, Moutai has recently overtaken the market becoming the world’s most valuable alcoholic beverage company. It is loved by young Chinese professionals, which is part of the brand’s challenge. Moutai understands that it needs to diversify to grow beyond the China market and being the 2nd largest population outside Mainland China.
The Chinese spirit has a rich history in San Francisco, making its debut at the World’s Fair in 1915, where it was positioned as a symbol for global unity. Fast forward to 2016, the brand needed to identify and engage a North American audience of “igniters” – those first to try, buy, and amplify – who are contemporary but still treasure Chinese tradition and could quickly become Moutai spirit fans and advocates. We needed to create an experience for San Francisco-based Chinese Americans that would engage the audience and we needed to thematically bridge the gap between continents, bringing the history of Moutai to life.
The brand launch objective was to drive awareness and engage influencers as well as potential brand ambassadors. Our diverse audience included journalists from both the U.S. and Mainland China, along with local dignitaries and social influencers.
Read the case study and learn how this Chinese liquor brand partnered with Key Events to engage with a new audience, for a competitive advantage in a new market.
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