TFWA-Daily-New-Products-and-Innovation-Preview-APEC26

M outai is making its debut at this year’s TFWA Asia Pacific Exhibition & Conference. Its core objectives are to fully showcase Moutai’s profound brewing heritage, unique craftsmanship and core brand value to global travel retail stakeholders; to deepen strategic cooperation with leading duty free operators across Asia Pacific; to advance its consumer-centric internationalisation strategy; to expand its high-end retail footprint in key regional hubs; and to build a sound, sustainable global travel retail ecosystem, thereby elevating Moutai’s international development from ‘going global’ to ‘taking root globally’. Moutai is premiering two flagship products tailored for the global travel retail market at TFWA Asia Pacific Exhibition & Conference: • Moutai ‘Walk Into’ Series (UK, France, Japan, Italy, Greece, Singapore): A culturally inspired collection that incorporates iconic design elements from the UK, France, Japan, Italy, Greece and Singapore. It is designed to facilitate cross-cultural dialogue and demonstrate the inclusiveness and openness of Chinese baijiu on the world stage. • KweichowMoutai (China Pavilion, Expo 2025 Osaka): A limited-edition collaborative release tied to Moutai’s partnership with a world-class international event, positioning Moutai as a cultural envoy linking China and the globe. Travel retail exclusive products hold pivotal strategic significance for Moutai’s global expansion. “This channel serves as our ‘golden corridor’ and ‘cultural bridgehead’ for internationalisation, acting as a premium showcase for global high-net-worth consumers,” says Fei Lin, Deputy General Manager of Guizhou Moutai Import & Export Co., Ltd. “Exclusive offerings address core international market demands – including traceable authenticity, collectible limited editions and travel-friendly innovative formats – while acting as portable cultural symbols that convey Chinese craftsmanship and traditional culture. Our new products are prioritised for travel retail channels, and we are systematically developing a dedicated travel retail-exclusive product portfolio in phases.” The Asia Pacific region is Moutai’s core overseas market and a top-priority region for strategic growth. “The region boasts strong consumer recognition of Chinese baijiu and high acceptance of the Moutai brand, providing a solid foundation for our international expansion,” says Fei Lin. “We are focusing on deepening our presence here through close collaboration with local duty free operators, covering major international airports and downtown duty free stores, and adapting to regional cultural preferences. Asia Pacific will remain our key growth engine and strategic springboard for global development.” Basement 2 / 2-V7 Moutai premiering two flagship products tailored for global travel retail Prev i ew May 2026 11 T F W A D A I L Y