Register
to get articles and more to your inbox
News & insights
Archive
Directory
Popular Baijiu Brand Targets Affluents Via Chinese MMA
Under the deal, Moutai Group’s popular brand Xijiu, will become the official drink for Kunlun Fight events this year. It makes perfect sense for the Xijiu to leverage on Kunlun Fight as its fanbase predominantly comprises professionals with a relatively high disposable income.
Earlier this year we reported that Baijiu brands would become a growth category again after usurping heritage whisky brands in terms of sales and brand value. Yet, they are dependent on their domestic market and have yet to crack the global market, which is dominated by the likes of Diageo and Pernod Ricard. Likewise, in the Sponsorship market, Baijiu brands are focused on their home turf, investing almost US$1b since mid-2014, but have muzzled their spending since Q116 after some large-scale deal withdrawals across CCTV channels.
Moutai Group’s latest spend also shows the company is focused on enhancing its aspirational brand image, which makes it a no-brainer for investing in sports such as golf, martial arts and football, which are known for their affluent local fanbases.
