How Does the World’s Most Valuable Spirit Handle Counterfeiting?

If you have ever lived in or visited China, you will undoubtedly be familiar with the iconic Moutai brand. However, outside of China, it remains largely unknown. Still, in 2024, Moutai’s brand value rose to $50.1 billion, making it the world’s most valuable spirit for the ninth consecutive year, according to Brand Finance.

Moutai has become a status symbol synonymous with luxury, tradition, and national pride. However, due to its exclusivity and high market value, it has become a prime target for counterfeiters.

This article provides an overview of the Moutai brand and its ongoing fight against counterfeiting.

What is Moutai?

Moutai (or Maotai) is China’s national liquor. Distilled by Kweichow Moutai, it is a type of baijiu made from red sorghum. Moutai gained global recognition in 1972 when Premier Zhou Enlai served it to US President Richard Nixon and Japanese Prime Minister Kakuei Tanaka during diplomatic visits. Since then, it has been a staple at government events, business banquets, and family celebrations.