Recently, the TFWA Asia Pacific Exhibition 2026 was successfully held in Singapore. During the event, Kweichow Moutai presented its brand communication concept of being “It breathes. It grows.” to the international industry audience for the first time, and officially launched its upgraded travel retail strategy.
The upgrade includes the introduction of lower-alcohol Moutai products, the implementation of global retail terminal SI standards, and the establishment of a three-tier traffic system integrating duty-free retail, specialty stores, and cultural experience centres.
During the event, Mr Fei Lin (Photo 1, front left 6), Deputy General Manager of Guizhou Moutai Chiew Import And Export Co., Ltd., attended the related activities. As Moutai’s official partner in Singapore, Singapore China Baijiu Pte Ltd was also present in support, jointly witnessing another important step in the brand’s international development.