Moutai launches ‘Enter the Dragon’ cocktail competition in Australia

China’s most famous Baijiu producer, Moutai, has launched a Baijiu-based cocktail competition in Australia this month, as the brand pushes for more exposure overseas.

The ‘Enter the Dragon’ competition, now in its third year since its launch in 2015, aims to inspire bartenders to create recipes that use at least 30ml of Moutai, the fiery liquor that has yet to catch on with many foreign drinkers due to its strong alcohol content and pungent aroma.

“It is an exciting moment for our Baijiu market,” said Jenny Chiu, Moutai business manager for Evershine Trading Australia – the exclusive distributor of Moutai in Australia – commenting on the liquor’s growing prowess overseas.

She added that although the consumer base is still largely dominated by Chinese males aged between 30 and 50, a demographic shift was underway with increased demand from women and younger drinkers, thanks to the push from local Australians with businesses with Asian links and western restaurants and bars seeking to diversify their offering.

As a result, this year’s Moutai cocktail competition, according to Chiu, has drawn “unprecedented inquires”. Using Baijiu in cocktails is not a new concept, as bars in Beijing and New York have also started to embrace the liquor.

This year, Moutai has overtaken Diageo as the world’s most valuable liquor brand, according to the Financial Times. A favourite of many Chinese revolutionaries, the Baijiu brand was called ‘China’s national spirit’ by the country’s first premier Zhou Enali and was Mao Zedong’s favourite tipple.

The top 10 finalists of the competition will be announced on 23 October in Sydney before the final on 13 November in Melbourne.

The winner will have a chance to fly to China for an exclusive tour of the Moutai distillery, and spend two nights in Hong Kong.