Moutai – the first luxury chinese brand to enter in top 5 international luxury brands

Chinese baijiu brand Moutai is now World’s Fourth Most Valuable Luxury Brand worth US$12 billion after Louis Vuitton, Hermes and BMW, but ahead of Mercedes-Benz and Chanel.

(Hurun Best of the Best Awards, Beijing, 11 January 2012) The Hurun Research Institute today released the Top Ten Gifts for the Chinese Luxury Consumer 2012, a ranking based on the choices of 503 Chinese millionaires interviewed face to face, and the Most Valuable Luxury Brands in the World, ranked by the dollar value of the brands. This is the eighth consecutive year that Hurun Report has published a report revealing the brand awareness and preferences, consumption habits and lifestyle trends of China’s millionaires.

Rupert Hoogewerf, Chairman and Chief Researcher of Hurun Report said “Gift-giving is an essential part of Chinese culture. The money spent on gifting, especially at Chinese New Year, is staggering compared with the West.”

Top 10 Gifts for the Chinese Luxury Consumer 2012

Rank Brand % of Respondents Sector Country of Origin
1 Louis Vuitton 14.9% Fashion France
2 Cartier 10.3% Jewelry, Watches France
3 Hermes 8.0% Fashion France
4 Chanel 6.2% Fashion, Perfumes France
5 Moutai 5.9% Drinks China
6 Apple 5.7% Consumer Electronics US
7 Dior 4.6% Fashion France
8 Prada 3.9% Fashion Italy
9 Rolex 3.6% Watches Switzerland
10 Armani 3.4% Fashion Italy

Source: Hurun Best of the Best Awards Survey 2012

World’s Most Valuable Luxury Brands 2012

Rank Brand Brand Value US$bn Sector Country of Origin
1 Louis Vuitton 20.5 Fashion France
2 Hermes 14.5 Fashion France
3 BMW 13 Cars Germany
4 Moutai 12 Drinks China
5 Mercedes-Benz 10 Cars Germany
6 Chanel 9 Fashion, Perfumes France
7 Wuliangye 7 Drinks China
8 Gucci 6.5 Fashion Italy
9 Rolex 6.0 Watches Switzerland
10 Cartier 5.9 Jewelry, Watches France

Source: Hurun Research Institute 2012 .

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A little History

During the Qing Dynasty (1644-1911), Maotai became the first Chinese liquor to be produced in large-scale production with an annual output of 170 tons. In 2007, more than 6,800 tons of Maotai were sold.[2] Maotai is named after the town with the same name near Zunyi in Renhuai, Guizhou Province, where winemaking has a very long history. The Maotai of today originated during the Qing Dynasty and first won international fame when winning a gold medal at the 1915 Panama-Pacific Exposition in San Francisco. In addition, Maotai was also named a national liquor in 1951, two years after the founding of People’s Republic of China. Maotai also claimed two gold medals separately at the Paris International Exposition in 1985 and 1986. Maotai has won 14 international awards and 20 domestic awards since the Chinese Revolution.

It is produced in the town of Maotai, in the city of Renhuai, Guizhou province, Southwest China. It is believed that the town of Maotai possesses a unique climate and vegetation that contributes to the taste of the drink. Maotai, which is classified as “sauce-fragranced” ( jiangxiang) because it offers an exceptionally pure, mild, and mellow soy sauce-like fragrance that lingers after it is consumed, is distilled from fermented sorghum and now comes in different versions ranging in alcohol content from the standard 53% by volume down to 35%.

Source : Wikipedia