Chinese national liquor Moutai sets foot in Africa

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China's national liquor Kweichow Moutai on Friday evening launched a promotion drive in Cape Town in a bid to enter the African market.

Moutai, with a market value of more than 120.3 billion US dollars, is one of China's flagship companies that have been able to showcase global success and sustainability.

The operation was rolled out with an official event that featured diplomats, government officials, as well as cultural and business representatives from both China and South Africa.

This was the first time for Moutai to set foot on the African continent and Cape Town will serve as a springboard for Moutai to enter the African market, said Li Baofang, Moutai Group General Manager.

Among the prominent speakers were Cape Town Deputy Mayor Alderman Ian Neilson and Yaw Peprah, Chief Operating Officer of WESGRO, the official trade and investment opportunities promotion agency for Cape Town and the Western Cape Province.

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Sketching the pathway that Moutai has travelled to achieve the distinction of being the number one brand of distilled spirits in both the Chinese and international markets, Li described the branding initiative in Cape Town as the first stop in a broader continental project that was underpinned by strong cooperation between China and South Africa.

"Moutai's coming to Africa is part of the Belt and Road Initiative to promote cultural exchange with Africa," Li said, adding that this is "a win-win cooperation between Moutai and the rest of the world, involving cultural exchanges and economic cooperation."

"There is a huge space and opportunity to collaborate, and by working together we can build a rainbow bridge between Africa and China," he said.

Neilson said it was a great honor for the city to host this groundbreaking initiative and that Cape Town, which is strategically positioned on the West Coast of South Africa, has much to offer.

"With China's Belt and Road Initiative, we are uniquely positioned," the deputy mayor added.

Source(s): Xinhua News Agency