12 Advertorial Wednesday, November 22, 2017 CHINA DAILY Moutai opens up window in bid to expand into African continent

State reception must-have brand begins Belt and Company heads of Kweichow Moutai pose with representatives from the Cape Town government and the South African Rugby Road promo tour Association in front of the association’s national rugby cup in Cape Town trophy.

By PAN ZHONGMING China distillery giant panzhongming@chinadaily. com.cn

Chinese liquor brand proposes a toast to Moutai is gaining popularity in Cape Town, South Africa, as China Kweichow Moutai deepening relations Distillery (Group) launched a brand promotion initiative in the port city. The move reflects Moutai By CHEN MEILING Group’s accelerated global [email protected]. strategy, pushing forward cn the sustained and steady development of its overseas China Kweichow Moutai markets. Distillery (Group)is work- We are looking “This is the first time the ing alongside the South company has taken steps to African Rugby Associa- forward to enter the African market,” tion to promote bilateral said Li Baofang, general economic and cultural establishing manager of the group. “We exchanges between the two collaboration chose Cape Town as the gate- Li Baofang (second from right), general manager of Kweichou Moutai Group, accompanies Cape Town Vice Mayor Ian Neilson to look at a Moutai countries. way for Moutai to enter the cultural exhibition. PHOTOS PROVIDED TO CHINA DAILY Thelo Wakefield, minis- with South African continent, as the city ter of South Africa’s sports in South Africa holds a stra- bureau, said that, as the Africa in sports tegic position among coun- national sport of South Afri- tries involved in the Belt and ca, rugby has many fans and events...” Road Initiative.” players among the public, so This is the first time cooperation with a world- Li Baofang, general manager that the Chinese giant has famous brand Moutai will of Moutai Group launched this type of mar- bring significant effects. ket expansion activity in the Li Baofang, Party chief continent, even though some and general manager of named in a symbolic man- African retailers were sell- Moutai Group, said the ner, including Rainbow Silk ing Moutai on a small scale company expects that many Road, Golden Champagne previously. more South African people and Love Affair with Chi- “Cape Town is the first will come to know Moutai shui River, where Moutai is leg of our serial brand cul- through their favorite sport. located. tural promotions of the Belt “We are looking forward Renowned as one of the and Road branding trip,” Li to establishing collabora- world’s top three distilled said. “This is because South tion with South Africa in liquors, together with Africa has a sound coopera- sports events, as part of the Scotch whisky and French tion foundation as a BRICS effort to help enhance Sino- brandy, Moutai cocktails country and Cape Town has African communications,” have a unique taste, accord- a long history of wine cul- A bartender makes a cocktail with Moutai at the liquor’s promotional Anrous Marais, head of the Western Cape department of cultural Li said. ing to the company. ture.” event in Cape Town. affairs and sports, gives a golden key to Moutai, a symbol of welcome Anrous Marais, head of Commemorative bottles More than 6,000 years ago, and appreciation of the distiller bringing more Chinese culture. the Western Cape depart- of either 375 or 750 milli- the Chinese invented grain ment of cultural affairs liters were released at the liquor, Africa invented beer and sports, said the past event, to commemorate and the ancient Babylonians economies, we have vigor- to Cape Town. They want closely related to Moutai.” few years have seen much Moutai’s visit to South Afri- invented wine, making these ously promoted the sus- the Capetonians to be the Speaking on behalf of the progress in cooperation ca. regions the three birthplaces tained growth of the world first to taste the wonders mayor of Cape Town, City with China, with more Chi- The bottles were painted of liquor, beer and wine cul- economy.” of Moutai, and then people Councillor Suzette Little nese students studying in with totems and images that ture in the world, Li said at Kang Yong, consul-general from the whole of Africa, said, “Moutai brings its Africa, Chinese companies represented the 20 golden the promotion event. Moutai’s entry of the Chinese consulate in with Cape Town as the gate- culture to Cape Town, and making more investments years of China and South Ever since China proposed Cape Town, recalled many way to spreading Moutai all like-minded people with the in the region, and bilateral Africa’s diplomatic rela- its Belt and Road Initiative, into the market stories about Moutai on dip- over the African continent,” same vision and same hope cultural exchanges becom- tions, as well as the spirit China’s Moutai has taken lomatic occasions. Kang said. see an economic opportuni- ing more frequent. they both shared, showing determined steps across the will help people The company’s statistics The promotion event was ty that crosses the borders of Marais gave a golden key respect to nature and peace, world map and launched in South Africa show sales in the 26 coun- warmly welcomed by local culture and the differences to Moutai, a symbol of wel- the company said. a “whirlwind” across the tries along the Belt and officials and communities. of diversity.” come and appreciation of Li, from Moutai, said the world, showing increasingly understand more Road Initiative account for “Moutai’s entry into the At the event, Zhao Shuyue, the distiller bringing more company has sold products strong expansion momen- 26.53 percent of its global market will help people in board member of Moutai Chinese culture to South in 66 countries and regions. tum. about Chinese sales. South Africa to understand Group, announced the Pro- Africa. He suggested there is great “China and Africa are like Among them, the African more about Chinese cul- posal for Africa — China At a brand promotional potential for the group in close brothers and sisters, so culture.” market accounts for only ture,” said Marlene le Roux, Enterprises Belt and Road event held in the interna- the continent. the distance will not keep us 1 percent, indicating great CEO of Artscape, a Cape Common Development Alli- tional conference center “Launching from South apart. Even in ancient times, Marlene le Roux, CEO of potential for growth. Town arts & culture center. ance. of Cape Town on Nov 17, Africa, we expect to enter when we lacked direct con- Artscape “The Moutai company is “The entrepreneurs present The branding initiative Moutai cocktails attracted more African countries tact, we were stars shining so smart that now they want today need to learn about will also take the Moutai the attention of many local and continue promoting far from each other,” Li said. to use the fast track of the Chinese culture and the Chi- delegation to Namibia and businesspeople. the Chinese culture world- “As two vital and important Belt and Road by coming nese way of life which are Mozambique. Different cocktails were wide,” he said. Liquor maker acts as cultural ambassador between two nations

By YUAN SHENGGAO Yaw Peprah, chief business The Consul General of Chi- “Moutai will disprove those officer at Wesgro, the official na in Cape Town Kang Yong myths as there will be mutu- Ties between South Africa tourism, trade and invest- said Moutai is not only a liq- ally beneficial relationships and China have been fur- ment promotion agency for uid, and not only a material between Africa, South Africa ther strengthened with the Cape Town and the Western product. and China,” he said. launch on Friday of a promo- Cape. We are visiting “It’s also something of spir- “A brand of this magni- tion drive, the Moutai South The launch was also an it. Moutai is already exported tude will benefit the people Africa Banquet. acknowledgement of the Belt South Africa to to North America and Euro- of South Africa.” China’s liquor giant, China and Road Initiative proposed pean countries, however, very Shogole welcomed the Kweichow Moutai Distillery by President Xi Jinping as a secure future little is exported to the Afri- initiative, saying it will (Group), launched its Belt global development initia- business and seek can continent,” Kang said. strengthen the already exist- and Road bouquet at the tive. “I am confident that ing relations between South Cape Town International A 60-strong Kweichow opportunities with Moutai will gain success in Africa and China. Convention Center — an Moutai Group delegation this strategy,” he added. Speaking on the sidelines initiative widely welcomed arrived in Cape Town on Nov local companies.” Addressing the delega- of the launch, Wesgro’s Yaw by businesses and the local 15 to investigate the trading tion, South African Mining Peprah said, “As an agency, government. environment in South Africa, Li Baofang, Kweichow Moutai Development Agency Direc- our mandate is to promote Themed Meeting in Africa find business opportunities general manager tor Thabo Shogole said South tourism and trade, and to through the Unique Aroma and introduce South Afri- Africa was a gateway into the bring exports and investment — China Kweichow Moutai, cans to the Moutai brand. continent. into the Western Cape.” The Belt and Road Branding The delegation partici- Tukiwini Mandela, granddaughter of Nelson Mandela, ness and seek opportunities “We have one of the best He said Moutai was one Initiatives in South Africa, pated in a wine country tour congratulates Li Baofang on Moutai’s arrival in South Africa. She with local companies,” said banking environments and of the biggest companies in the launch aimed at cement- and met with potential dis- offers a bottle of wine with the signature of her mother Makaziwe Kweichow Moutai Director auto industries. We would China, with a great brand. ing the relationship between tributors. Mandela. and General Manager Li Bao- like partnerships that are “If their aim is to come and the two BRICS nations. C hinese State-owned fang. mutually beneficial to every- set up a distribution here, or Various spheres of govern- Kweichow Moutai Co pro- Li added that the fact the one,” Shogole said. even if it’s a manufacturing ment, business, culture, and duces Moutai — a Chinese Pacific Exposition in San expressed their excitement company brought such a He said that one percep- spread out into the rest of distribution were invited to white spirit distilled from Francisco and the Paris at visiting the vineyards and large delegation indicated its tion was that China wanted the continent or the rest of the event. fermented sorghum. International Exposition in tasting South Africa’s world level of purpose and intent to to “colonize” Africa, while the region, we welcome it,” Among those in atten- The product won major 1985 and 1986, as well as 14 class wines. understand the local market Africa was colonized before, he added. dance at the launch were global honors including gold other international awards. “We are visiting South and find companies to work which should not be the way “It seems like a good com- Vice Mayor Ian Neilson and medals at the 1915 Panama- Members of the delegation Africa to secure future busi- with. people looked to China. pany.”