Guizhou's baijiu industry sets sights on global market with ambitious expansion

Guizhou holds an exchange meeting for Guizhou and Hong Kong baijiu enterprises. [Photo/ddcpc website]

According to the 2025 work report of the Guizhou Provincial Government, the output value of the baijiu industry is expected to reach 160 billion yuan ($22 billion) this year. To encourage Guizhou's baijiu enterprises to participate in international market competition, the "Guizhou baijiu going global" initiative will be launched.

In 2024, Guizhou's baijiu exports amounted to 5.2 billion yuan, an increase of 18.5 percent year-on-year. Kweichow Moutai played a leading role, with its export revenue surpassing 5 billion yuan for the first time in 2024, setting a new record.

Since the Belt and Road Initiative (BRI) was proposed, Kweichow Moutai has focused on countries involved in the initiative for its overseas business. It has gradually formed a network of 106 distributors across five continents, with 44 Moutai specialty stores and three Moutai cultural experience centers.

This year, the Guizhou Provincial Department of Commerce will lead Guizhou's baijiu enterprises to participate in internationally renowned exhibitions and conduct promotional activities in Southeast Asia, Africa, and Europe.

Four specialized training sessions on baijiu export will be held within the year to help enterprises familiarize themselves with export processes and practical challenges.

The baijiu industry faces new challenges in intellectual property protection for imports, exports, and foreign investments. These challenges require integrating resources, innovating mechanisms, and comprehensive responses.

Efforts will be made to improve overseas intellectual property layouts, establish an overseas protection center for Guizhou baijiu, create cooperation mechanisms abroad, and strengthen geographical indication protection. Efforts will also be made to promote Guizhou baijiu's application to enter the World Intangible Cultural Heritage list and build a professional talent team.