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Kweichow Maotaizhen enters UK market

The super-premium Chinese Moutai spirit is to be distributed for the first time in the UK by specialist spirits agency Mangrove.

The premium Moutai brand Kweichow Maotaizhen is the latest addition to UK agency Mangrove’s boutique spirits and liqueur portfolio. The most respected producer of Moutai in China, Kweichow Maotaizhen is the only non-government owned distillery in the country, and one of very few to gain a license to export from the Chinese government.

Seeing an opportunity in the market, Mangrove MD Nick Gillett explains: “Moutai is steeped in centuries of history and custom. It is a particularly special product in China where traditionally it is given as a gift or enjoyed on special occasions. We are delighted to be able to add the brand to our portfolio and the aim is to have it available to consumers at various five-star hotels and oriental-themed restaurants that are aligned to its super-premium nature.

“Around 14 million bottles of Moutai are produced annually, however only around 1% of it is exported. This means there is real capacity for growth, particularly when one considers the large Chinese population here in the UK as well as our nation’s love of Chinese food and culture. We are incredibly excited to have Kweichow Maotaizhen and are looking forward to seeing how it integrates into the market”.

The three year-old RRP £99/50cl, five year-old £125/50cl and nine year-old styles £150/50cl (all at 53%abv) will be available through Mangrove

About Moutai
Moutai is the premium baijiu (white spirit) in China, it is in great demand in China and also in Chinese communities around the world.  Moutai production is proscribed by law along the lines of the French AOC system, it can only be made in the town of the same name, which lies in China’s south-western province of Quizhou. Production methods are arguably closest in style to whisky making, although it is made by distilling malted sorghum, a gluten-free cereal grain. Ageing takes place in large earthenware pots, which means it remains a clear white spirit, it can be matured for anything up to 30 years.

About Mangrove
Created by John Coe and Nick Gillett, Mangrove Global , part of The Coe Group of Companies, represents a portfolio of specialist spirits and liqueurs. Every product in the Mangrove portfolio has been handpicked. Only products of the highest quality and those showing authenticity, innovation and commercial viability have been considered for inclusion. Armed with this exclusive portfolio, Mangrove has an extensive distribution network encompassing on-trade, independent and multiple off-trade retailers and duty free, offering a platform for the products that Mangrove represents to achieve their full potential.

23 April 2014 - Felicity Murray The Drinks Report, editor