Kweichow Moutai has annual sales of approximately $10.61 billion USD with an output reach of about 70,200 tons. Kweichow Moutai has a reputation for being the most premium and expensive baijiu brand on the market, in comparison with its competitors. Moutai boasts a market share of 56% amongst premium baijiu brands. 91% of the company’s business is derived from sales by distributors, with the remainder derived from direct sales. Kweichow Moutai is the most well-known and popular of the high-end baijiu brands in China.
So given the sheer size and financial clout of Kweichow Moutai how can any baijiu brand compete with this corporate monster? The short answer is they can’t. No baijiu brand can match Kweichow Moutai’s brands awareness in China and their huge marketing budget.
In China, Maotai (or Moutai) is known as ‘the national liquor’. Maotai is produced in Maotai Town, which is located within Guizhou (Kweichou) Province.
Maotai originated during the Qing Dynasty (1644–1912), when northern Chinese distillers introduced advanced techniques to local processes to create a distinctive type of baijiu. Thereafter, Maotai was produced at several local distilleries.
In the early 1950s, local government merged Chengyi, Ronghe and Hengxing to establish the state-run Moutai Distillery. Since then, it has undergone multiple expansions.
Further Reading: Maotai History
V.I.P Jiu 8 History
V.I.P Jiu 8 is Britain’s first authentic Imperial craft baijiu. The V.I.P Jiu 8 recipe was first conceived 300 years ago by the Kangxi emperor one of China’s greatest ever emperors.
The resurrection of V.I.P Jiu 8 began on the 2nd of July 2014. A tale that begins with a wrongly attributed, chipped and cracked imperial wine cup with a connection to King Louis XIV of France, a group of five Jesuit priests and China’s longest-reigning emperor, Kangxi, who ruled China from 1662 until 1722.
Further Reading: V.I.P Jiu 8 – Ancient And Modern Timeline
Moutai Scientific Analysis – VS – V.I.P Jiu 8 Scientific Analysis
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 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.
Moutai Price – VS – V.I.P Jiu 8 Price
A 500 ml bottle of Kweichow Moutai Flying Fairy on average retails for around £240. Buy Moutai
A 700 ml bottle of V.I.P Jiu 8 retails for £188. Buy V.I.P Jiu 8 Baijiu
Moutai Proof – VS – V.I.P Jiu 8 Proof
- Kweichow Moutai Flying Fairy has an ABV of 53%
- V.I.P Jiu 8 has an ABV of 58%
In western media Chinese produced baijiu is often described as firewater or liquid razor blades. It is not the high ABV that gives baijiu its bad reputation in the west, its all down to the blending and the use of additives, artificial flavourings and the inclusion of the heads and the tails.
Baijiu distillation is divided into three parts: the heads, the heart, and the tails. The heads is the first part of the distillation. The heads can contain harsh chemical compounds like acetone or toxic methanol.
The heart, or the middle part, comes after the heads, and is the highest-quality part of the distillation.
The final part of the distillation is the tails. The tails are typically low in alcohol and contain unpleasant sulphates and fatty acids that feel heavy and oily on the palate.
When making V.I.P Jiu 8 we only use the ‘heart’ of the alcohol produced during the distillation process. The heart is the purest, best-tasting part of the alcohol. By using only the heart we remove all the poisons, fats and oils that lurk in the heads and tails.
Moutai Taste – VS – V.I.P Jiu 8 Taste
Moutai Taste Profile – From the Moatai official website: Light to deep smell, you can smell the aromas of flower, grass, fruit, sweetness and dried plant.
V.I.P Jiu 8 Taste Profile – From Darren Packman (Craft consultant): My initial reaction to the aroma was that it was surprisingly fresh – quite minty with a spicy, almost ‘green’ quality. The flavours are complex. Lots of spice and a nice, warming vein. The alcohol is clean though, unlike the other baijui brands I have tried.
International Research Centre for Spirits (IRCS)
A meeting was held in London in 2019 by the recently formed International Research Centre for Spirits (IRCS). The IRCSI launch event was attended by more than 120 movers and shakers within the baijiu industry. The purpose of the meeting was to find ways of introducing Chinese baijiu brands to a western audience. Industry leaders concluded the only way to introduce baijiu to the masses in the west was as a mixer in cocktails as the pungent smell and taste of baijiu would never gain consumer appeal in the west.
Moutai – VS – V.I.P Jiu 8 Conclusion
Mao Zedong modernised the Chinese alcohol production industry in the 1950s, at the time thousands of small independent distillers were producing liquor all over China. Mao sent representatives from China to the USA to learn modern industrial alcohol production techniques and what later resulted was the closing and merging of all the small family run alcohol producers into large state run distilleries.
Shortly thereafter the familiar pungent Chinese baijiu aroma and taste profile as we know today was created and the setting up of the baijiu aroma classification system. The taste and smell of Chinese baijiu was originally created to appeal to a mass Chinese audience and has barely changed since its inception.
This being the case then it is hardly surprising Chinese baijiu has a very limited liking to the western palate.
Now on the other hand the recipe for V.I.P Jiu 8 was created 300 years ago, well before the modernisation of the Chinese alcohol production industry. V.I.P Jiu 8 consists of nine natural ingredients and nothing more. No blending, no artificial flavourings or additives. During all phases of the recipes resurrection V.I.P Jiu 8 remained true to Kangxi’s original recipe, and forever mindful and respectful of its imperial pedigree.
The scientific analysis confirms Kangxi was a master herbalist, the scientific analysis confirms V.I.P Jiu 8 is much more complex than the worlds biggest baijiu brand and finally the scientific analysis proves without a doubt that V.I.P Jiu 8 is packed full of positive compounds.
V.I.P Jiu 8 may not have the financial clout and brand awareness as Moatai but it is unarguably:
- Historically THE BEST BAIJIU IN THE WORLD!
- Enjoyably THE BEST BAIJIU IN THE WORLD!
- Resoritvaley THE BEST BAIJIU IN THE WORLD!