Moutai House opens at The Fullerton Waterboat House
Kweichow Moutai is opening an $8 million lifestyle venue at Singapore's Fullerton Waterboat House. The three-storey space aims to reposition the traditional Chinese baijiu as a premium spirit for social enjoyment rather than just an investment asset.
Why it matters
This expansion highlights the strategic efforts of Chinese luxury brands to cultivate international consumer markets and modernize traditional cultural products.
Moutai House’s managing director Shi Yunding (left) with Colin Chia, chief executive of Nutmeg Collective – the bar partner for the three-storey venue.
Listen Summarise Kweichow Moutai will open an $8 million Moutai House in Singapore on Oct 21, featuring a gallery, restaurant and rooftop bar to showcase its baijiu culture and lifestyle. The three-storey venue includes a vintage collection, Guizhou and Huaiyang cuisines infused with Moutai, and cocktails made with Moutai and other spirits. Singapore is Moutai's largest Southeast Asian market. The brand seeks to shift from investment asset to premium spirit for enjoyment, making Moutai House a key experience hub. AI generated
SINGAPORE – If you have ever found China’s distilled sorghum liquor moutai unpalatable, a new Moutai House is hoping to change that impression.
Billed as a lifestyle destination for moutai fans and newbies alike, it opens by end-October at the iconic Fullerton Waterboat House.
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