From February 8 to 11, Maotai Sauce Wine Company held the 2025 spring training and marketing work conference. At this meeting, Zhang Deqin, secretary of the Party Committee and chairman of Moutai Group, proposed to build Moutai series of wines into a well-known brand in the country, which caused widespread concern in the industry.

It is worth mentioning that 2024 is the tenth anniversary of the establishment of Maotai Sauce Wine Company. In the past ten years, whether it is the company's scale, sales performance or product structure, it has achieved remarkable rapid development and high-speed growth, and has become a force that cannot be ignored in the liquor industry.

Logically speaking, if the revenue has already exceeded the 20 billion yuan mark Moutai series wine list out, enough to rank among the top ten listed companies of liquor, then why at the starting point of the new decade, put forward such a positioning? Is it because its market coverage has not yet radiated across the country, or the brand awareness is still insufficient?

In the decade from 2014 to 2024, the company has achieved remarkable results: revenue is 22 times that of ten years ago, sales are four times that of ten years ago, and the number of contracted distributors has expanded to more than 1,100. These data directly reflect that Maotai liquor company has become the veritable "growth pole" and "moat" of Moutai Group, and occupies a pivotal position in the development of the group.

"This is the inevitable choice of Moutai from scale expansion to value jump, through diversified product structure, refined brand operation and flexible market strategy, to help Moutai further realize the transformation from a single super brand to a comprehensive wine industry group with full price coverage." This is not only a proactive adaptation to changing consumption trends, but also a necessary move to consolidate the industry's leading position and diversify risks." Yan Wenchen, a liquor analyst, analyzed in an interview with reporters that the liquor industry is shifting from "incremental competition" to "stock game". In the current liquor market with fierce stock competition, Moutai should also open up new increments through organizational reform and resource focus, and build a multidimensional moat through a series of liquor brands. To form a sustainable growth model of "main brand leading + series wine support", laying a solid foundation for the long-term development of the enterprise.