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Liquor Brand Activation With Rich Chinese History

Moutai Day in San Francisco

How Key Events Helped the World's Most Valuable Liquor Brand Launch in San Francisco


With a little over a month to launch, Key Events was tapped by one of China’s leading PR firms to provide end-to-end event management for 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. Through core partnerships and swift execution, the tight timeline resulting in an excellent launch that served the business and cultural objectives.


  • Drive awareness
  • Engage influencers and potential brand ambassadors

Target audience

Moutai’s audience was a mix of Chinese nationals and Chinese Americans living in San Francisco, as well as North American and Chinese journalists, local dignitaries and social influencers. Nearly a quarter of San Francisco’s population are of Chinese descent, making the city’s Chinatown neighborhood the largest Asian American subgroup outside of Mainland China and setting forth the perfect audience for this launch that merged cultures.

Insight and Strategy

With $5.8B in annual revenues, Moutai has recently overtaken the market becoming the world’s most valuable alcoholic beverage company.  The brands existing customer based consists of young Chinese professionals, but Moutai understands the need to diversify and grow beyond the China market. Moutai has a rich history in San Francisco, having made 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 – with contemporary taste while treasuring 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 thematically bridge the gap between continents, bringing the history of Moutai to life.


The brand experience took guests through the history of the spirit and presented the brand as a symbol of bridging San Francisco and China. Our Moutai Day “Bridging Cultures” concept provided a powerful narrative that guests could identify with and in turn feel passionate about engaging with. This encapsulation of both emotional and business narrative provided a true brand immersion.

Introducing San Francisco Moutai Day, inside a re-imagined industrial space designed to celebrate “bridging the gap between continents and cultures.”

  • Pre-event digital engagement from localized guest invitations to multi-lingual guest check ins
  • 3 hours of 8k-wide content displayed on an 80′ wide screen in 10:1 aspect ratio
  • Immersive content experiences at the iconic San Francisco Palace of Fine Arts
  • Merging natural beauty of the Pacific Northwest with the authenticity of Southeast China
  • Custom exhibit showcase that took guests through the historic and cultural connection between the brand and San Francisco
  • English and Mandarin content throughout the gala
  • Programming including hand selected Chinese and American professional emcees and regional entertainers

The experience from beginning to end was meticulously engineered to have brand interactions, with careful selection of technology that spoke to the rich history of the brand, and its journey throughout the last century.

Throughout the event, we had elements that unified the two cultures but the true unification came behind the scenes when our team aligned with the client to ensure their needs were met. The event was a resounding success with an evening that stretched well into the late hours and fun that couldn’t be contained.


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“How World’s Most Valuable Liquor Brand Launched in San Francisco”

Source: Britelite Immersive