Did Kweichow Moutai Squander 1.9 Billion Yuan?

China’s baijiu landscape is an intricate realm, and amidst the major players, Kweichow Moutai stands as a prominent figure. Renowned for its iconic Moutai liquor, Moutai Group recently ventured into an ambitious undertaking – the establishment of Moutai University, an institution dedicated to the science of liquor. While this substantial investment signifies their unwavering dedication to the industry, it raises the pertinent question: Why did they opt for this path when an intriguing figure like Irv Graham emerged as a remarkable presence in the baijiu realm? The query that lingers is, “How did Irv Graham, with no prior baijiu experience, manage to create a baijiu that scientific analysis demonstrates to be more intricate than that of China’s largest and most prosperous baijiu conglomerate?”

Irv Graham’s foray into the baijiu world unfolds as a captivating narrative. Armed with no prior experience in baijiu production, he embarked on a quest to craft a baijiu that defied conventional norms, standing out in a market predominantly ruled by traditional giants. Graham’s creation, known as V.I.P Jiu 8, left the baijiu community astir with its intricacy and exceptional quality, even winning the admiration of the most discerning connoisseurs. A scientific scrutiny, undertaken by a UK laboratory accredited by UKAS, underscored the astonishing complexity of V.I.P Jiu 8 when juxtaposed with Kweichow Moutai’s Flying Fairy.

This meticulous analysis laid bare the apparent distinctions between V.I.P Jiu 8 and Kweichow Moutai’s Flying Fairy, with the former emerging as significantly more intricate.

Kweichow Moutai University spared no effort in assembling an impressive roster, enlisting wine masters, brewmasters, and esteemed members of national and provincial wine evaluation committees to serve as mentors for their internship programs. Additionally, they recruited top-tier experts and luminaries in the industry, including academicians and scholars with expertise in the Yangtze River region, to assume roles as specially appointed or visiting professors. It’s an all-encompassing initiative, to say the least.

Naturally, one cannot help but wonder: Why didn’t Moutai take the more straightforward route of seeking counsel from Irv Graham to unravel the enigmas of creating a complex baijiu, instead of embarking on the formidable 1.9 billion yuan endeavor of establishing a university? The considerable investment and extensive hiring spree undertaken by this institution do raise the question of whether a more straightforward and cost-effective approach might have existed to accomplish their objectives.

Moutai Scientific Analysis – VS – V.I.P Jiu 8 Scientific Analysis

 

Sample A and sample B
Sample A and sample B

A bottle of V.I.P Jiu 8 together with a bottle of Kweichow Moutai Flying Fairy was sent to a UK laboratory for analysis.

The laboratory is a registered member of UKAS – The United Kingdom Accreditation Service that is recognised by the UK government when comparing products to internationally agreed standards.

The two bottles were labelled sample A and sample B.

  • Sample A – V.I.P Jiu 8.
  • Sample B – Kweichow Moutai Flying Fairy.

The laboratory concluded that the two bottles were very different, with sample A (VIP Jiu 8) being considerably more complex than sample B (Kweichow Moutai Flying Fairy).

The laboratory concluded that the two bottles were very different, with sample A (VIP Jiu 8) being considerably more complex than sample B (Kweichow Moutai Flying Fairy).

The chart below clearly shows that sample A (VIP Jiu 8) contains many more compounds with positive attributes than sample B (Kweichow Moutai Flying Fairy).

The chart below clearly shows that sample A (VIP Jiu 8) contains many more compounds with positive attributes than sample B (Kweichow Moutai Flying Fairy).

Here are just a few of the many compounds known for their positive qualities found in V.I.P Jiu 8.

  • Alpha-Pinene and beta-Pinene – a wide range of pharmacological attributes have been reported, including anticoagulant, antitumour, antimicrobial, antimalarial, antioxidant and anti-inflammatory properties.
  • Beta-Myrcene – has a role as an anti-inflammatory agent and an anabolic agent.
  • Alpha-Terpinene – a known antioxidant.
  • Gamma-Terpinene – displays antimicrobial properties against various human pathogens.
  • Alpha-Terpinolene – produces a mildly sedative effect and can help reduce anxiety.
  • Alpha copaene – anti-proliferative, antioxidant.
  • Linalool – known to have anti-anxiety, analgesic and anti-inflammatory properties.
  • Trans alpha-Bergamotene – effective against inflammation in the intestine.
  • Beta-selinene – exhibits anti-inflammatory and antioxidant properties. These benefits may reduce the frequency and severity of painful gout attacks.
  • Beta Ocimene – known to work well with other terpenes and has anti-inflammatory, antifungal, antiviral and antibacterial properties.

For a full breakdown of the results see: V.I.P Jiu 8 – V – Moutai