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WCRC Researched Brand · World's Most Powerful Brands 2026 · Second Global Mega Edition

Kweichow Moutai

Kweichow Moutai is a Chinese baijiu producer based in Maotai, Renhuai, in Guizhou province. It was formed in 1951 through the state merger of three private distilleries and is controlled by the Guizhou provincial government, which holds 60.82%. The company reported revenue of US$24.17 billion for FY2024 and net profit of RMB82.3 billion for 2025. Moutai is China's state-banquet and gifting liquor: it was served at Nixon's 1972 banquet in Beijing, and bottles carry collectible auction values. WCRC's research found Moutai strongest in differentiation, rooted in the unique origin of its spirit, in the clarity of its national-liquor prestige positioning, in its financial stability, in its reputation for quality, and in its place as the top-of-mind name in baijiu.

Region
Asia-Pacific
Country
China
WCRC research
Full 50-parameter assessment

What WCRC found

  1. Unmatched differentiation from the unique Maotai origin of its spirit.

  2. Clear prestige positioning as China's national liquor, served at Nixon's 1972 banquet in Beijing.

  3. Strong financial stability, with 2025 net profit of RMB82.3 billion and state backing.

What holds it back: Its digital and social presence is concentrated on Chinese platforms, and the baijiu sector is exposed to official-consumption and anti-corruption curbs.

Status in the 2026 edition

Kweichow Moutai was assessed in full on all 50 WCRC parameters for the 2026 edition. It is not among the 100 ranked brands.

WCRC publishes scores only for the 100 ranked brands. How WCRC ranks brands.

Most powerful Consumer & FMCG brands

#2 LEGO, #12 adidas, #15 Dove, #17 Coca-Cola, #20 L'Oréal Paris, #25 Red Bull

Questions people ask

Is Kweichow Moutai in the WCRC World's Most Powerful 100 Brands 2026?

Kweichow Moutai was assessed in full on all 50 WCRC parameters for the 2026 edition. It is not among the 100 ranked brands.

Which Consumer & FMCG brands are ranked in 2026?

The most powerful Consumer & FMCG brands in the 2026 ranking are LEGO (#2), adidas (#12), Dove (#15), Coca-Cola (#17), L'Oréal Paris (#20), Red Bull (#25).