Kweichow Moutai announces UK partnership with Joybuy
Joybuy, JD.com’s online retail business in Europe, has been named the official online retailer for Kweichow Moutai in the UK, bringing the Chinese spirits brand directly to British consumers.
JD.com, China’s largest retailer, is expanding its footprint in European markets.
Joybuy, its European business, is currently in a test phase in UK, Netherlands, Germany, France, Belgium and Luxembourg.
As part of its development in these markets, Joybuy has been named the official online retailer of baijiu brand Kweichow Moutai in the UK.
The platform will offer a range of Moutai products – including its flagship Moutai Flying Fairy (53% ABV), the Moutai Flying Fairy Explore Series·Britain (53% ABV), the Moutai Year of the Snake (53% ABV), the 15 Year Olds Moutai (53% ABV) – to UK consumers.
Baijiu, a long-time staple among Chinese consumers, is making a shift to gain more global recognition.
In 2023, Wuliangye forged links with Campari in a partnership to promote their brands.
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Campari looked to rapidly boost its sales in China, while Wuliangye aimed to grow through Campari’s international network, which has expanded rapidly in the past 15 years. When the deal was announced, Campari said the two companies would work on marketing and brand promotion and co-create products.
The two brands developed a twist on the negroni cocktail using a special blend of Wuliangye’s baijiu rather than a gin base. Launched in Shanghai in September it is called the “Wugroni”.
In 2024, Wuliangye partnered with Chilean wine producer Viña Concha y Toro and with the Michelin Guide in two separate international partnerships, highlighting its ambitions to gain recognition among a broader global consumer base.
Moutai has also tried to broaden its appeal through a partnership with Luckin coffee and also offering baijiu flavoured ice creams.
Now, Joybuy and Moutai plan to collaborate on retail models which blend online and offline experiences.
Plans include the launch of a Moutai Cultural Experience Centre in the UK, designed to introduce local consumers to the heritage and craftsmanship behind Chinese baijiu.
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