For centuries, liquor from Maotai Town has been served at imperial banquets and cultural occasions. Now, it has also entered the world of golf. Kweichow Moutai, the iconic Chinese baijiu brand, has stepped onto Asia’s golf courses to strengthen its presence in the sport’s global arena.
The luxury liquor’s bold foray into golf is marked by its designation as the Official Luxury Chinese Baijiu Partner of the Asian Tour in 2025, as it seeks to partner with some of the region’s most prestigious tournaments.
In May, the brand became the presenting partner for the International Series Japan. It is also the Official Luxury Chinese Baijiu Partner at this October’s Link Hong Kong Open, and will serve as the title sponsor of the Moutai Singapore Open the following month.
As the title sponsor, Moutai has played a vital role in the revival of Singapore’s National Open following its three-year hiatus.
It is a fitting partnership between the two, with the sport’s values of tradition and excellence aligning effortlessly with Kweichow Moutai’s rich 400-year heritage. By connecting with three of Asia’s premier golf events, Kweichou Moutai aims to strengthen its position as a pan-Asian luxury brand while engaging an international audience.
The move to expand beyond China into the region also highlights Asia’s growing importance in the global arena, with the Japan Open and Link Hong Kong Open recently gaining significance, with winners now receiving exemptions at the Masters and The Open.
Through its increasing involvement in the sport, Kweichow Moutai has signalled its ambition not only to expand its presence in the region but also to strengthen its relationships with Asian golf and support the ongoing growth of the game here.
