We strategically enhanced Moutai's overseas marketing approach by using "beauty" as the foundational concept to elevate the brand's appeal beyond the product itself. Our efforts focused on deepening the brand's aesthetic narrative, shifting the marketing emphasis from the wine to the people, consumers, and the broader cultural significance of both Eastern and Western beauty.

The "Moutai London Gourmet Night," held on September 27, 2023, at the Banqueting House—a historic state banquet hall on Whitehall Street in London—embodied this refined approach. The venue, known as the first classical building in British architectural history and the site of British state banquets, provided the perfect backdrop for an evening that celebrated Moutai through a harmonious blend of visual, auditory, and gustatory experiences. This event not only highlighted Moutai as a pinnacle of Chinese culture but also marked a significant milestone in the brand's journey to reach global audiences. We are proud to have played a role in Moutai's continued success on the international stage.