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  • Moutai targets middle classes with baijiu
  • Moutai targets middle classes with baijiu
    Kweicow Moutai (2014) ©
SIGNAL

Moutai targets middle classes with baijiu

During the Qing Dynasty, Kweichow Moutai's baiju became the first Chinese liquor to go into large-scale production. In modern China, it’s been celebrated as the ultimate in alcohol finery, drunk by US presidents and retailing at as much as $300 a bottle. That is, until ostentatious luxury fell out of favour.

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