# luxury spirits

Moutai Must Stop Chasing 'Easy Money' — True Globalisation Requires Cracking Mainstream Luxury Markets

A SoBiz commentary argues that Moutai's international strategy is too reliant on overseas Chinese communities and therefore risks producing only a veneer of globalisation. To win globally, baijiu makers must target mainstream, high‑end venues and make sustained investments to reshape taste and status among non‑Chinese consumers.