Location: Guizhou
Industry: Wine
Suitable time: 1 Day
Guizhou Maotai Co., Ltd. was established on November 20, 1999. It was jointly founded by China Guizhou Maotai Distillery (Group) Co., Ltd. (hereinafter referred to as "Maotai Group") as the lead sponsor, together with seven other entities. Maotai Group is the company's controlling shareholder. Headquartered in Maotai Town, Guizhou Province, it is a leading producer of premium baijiu in China.
The company was officially established on November 20, 1999, and listed on the Shanghai Stock Exchange in 2001. Its core business is the production of jiangxiang-style baijiu, with flagship products including Feitian Moutai and the Zodiac Series. In 2019, the company achieved three major milestones: operating revenue exceeded 100 billion yuan, the stock price surpassed 1,000 yuan per share, and market capitalization exceeded 1 trillion yuan. In 2024, operating revenue reached 170.899 billion yuan. That same year, the company announced a cash dividend plan, committing to an annual dividend of no less than 75% of net profit. In 2022, it launched the digital marketing app "iMoutai", which has over 30 million registered users. In 2023, it partnered with Luckin Coffee to launch the "Jiangxiang Latte", which sold over 40 million cups that year.
Explore thousand‑year‑old baijiu cultural heritage on‑site
Tour the Liquor Culture City Museum and Maoyuan Relic Site. Trace the origin and evolution of Moutai‑style brewing techniques. Overseas visitors gain immersive understanding of historical context, geographic advantages and intangible‑cultural‑heritage value behind national‑liquor culture.
Observe modern‑ized liquor packaging production workflow
Visit the packaging workshop. Witness standardized automated packaging, quality inspection and finished‑product handling processes. Learn how traditional hand‑crafted brewing combines with modern production management to guarantee stable product quality on large scale.
Deep‑dive into craftsmanship spirit & cultural inheritance
Attend themed sharing session focused on Moutai's craftsmanship spirit and cultural inheritance. Learn about inheritance rules of brewing techniques, brand development history and cultural‑value building for time‑honored enterprises.
Hands‑on baijiu appreciation & tasting experience
Join professional baijiu identification and evaluation session. Master basic knowledge of liquor viewing, smelling and tasting. Experience the flavor characteristics of sauce‑flavor baijiu, helping foreign delegates build systematic cognition of Chinese baijiu culture.
Cross‑cultural inspiration for heritage‑driven brand development
Study how Moutai balances traditional craftsmanship inheritance with modern‑brand operation. Get practical references for global cultural‑oriented brand building, heritage protection and industrial‑culture tourism development.
09:30‑12:00｜Visit Liquor Culture City Museum, Packaging Workshop & Maoyuan Relic Site
Note: Certain production zones restrict photography; follow on‑site staff instructions.
12:00‑13:30｜Lunch & Rest
Group lunch and break period.
13:30‑15:00｜Themed Session: Moutai's Craftsmanship Spirit and Cultural Inheritance
Expert presentation and case sharing. Covers intangible‑heritage brewing skills inheritance, brand‑culture construction and development stories of Moutai Group. Interactive Q&A included.
15:15‑16:15｜Baijiu Appreciation & Evaluation Workshop
Professional instructor leads the appreciation activity. Learn visual observation, aroma recognition and flavor tasting methods for sauce‑flavor baijiu. Understand evaluation standards for Chinese baijiu. Program closes after session summary.
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