A long time ago, Moutai was indeed very scarce. In 1978, Moutai's output exceeded 1,000 tons, until 1998, Moutai's output exceeded 5,000 tons, and in 2004, Moutai's output reached 10,000 tons.
However, since then, Moutai's production has grown rapidly: it exceeded 20,000 tons in 2008, 30,000 tons in 2011, 40,000 tons in 2017, 50,000 tons in 2020, and nearly 60,000 tons in 2023.
According to the calculation of 1 ton of 2124 bottles of wine, Moutai now produces more than 1 a year a year200 million bottles. In terms of output, Moutai is no longer as scarce as before, and Moutai may continue to expand production in the future. In addition, Moutai still has hundreds of thousands of tons of liquor, worth trillions.
Personally, I think the scarcity of Moutai is reflected in two aspects: one is the brewing process, and the other is the brand value. Both of these aspects are impossible to buy with money, so they can form a real moat advantage. This article mainly talks about the particularity of the brewing process, because the brand value is already very clear to everyone, and it is useless to say more.
At present, there are three main types of domestic liquor: sauce flavor type, strong flavor type and light fragrance type. Each type of raw materials, processes, production and storage period are different. Moutai has the most complex process and the longest production and storage period. Specifically, sauce-flavored liquor (represented by Moutai) requires 9 times of steaming, 8 times of fermentation, and 7 times of pouring in the production process.
The production cycle of sauce-flavored liquor is about 1 year, and then it will go through a storage period of more than 3 years, as well as half a year to 1 year of post-blending storage, while the production cycle of strong flavor and light-flavored liquor is very short, and the general production cycle is 3 months or even shorter.
Today's Moutai is no longer just a bottle of wine, and Moutai's influence is no longer limited to China. With the in-depth practice of Moutai's "five-way marketing method" and the development of the international market into a new stage, China Moutai and the world of fragrance are no longer an idea.
Rome was not built in a day. Under the careful care of generations of Moutai craftsmen, the hard work of generations of Moutai marketers, and the word-of-mouth communication of generations of consumers, Moutai has finally become the "king" of Chinese liquor.
What makes Moutai? There are too many factors here, from the perspective of product creation, the success of Moutai is not inevitable, nor is it accidental, among the factors of Moutai's success, there is culture, quality, marketing, innovation, more faith and persistence.