Moutai deepens golf ties with Hong Kong Open partnership

Kweichow Moutai served as a Premier Partner of the Link Hong Kong Open in October 2026 at Hong Kong Golf Club in Fanling, extending a 2025 strategic partnership with the Asian Tour. The move gives the baijiu maker more visibility with global golf audiences and supports its effort to reposition the brand beyond banquet settings.

Why it matters: - Kweichow Moutai is using golf to reach affluent international audiences outside its traditional dining-and-banquet setting. - The Hong Kong Open partnership gives the baijiu brand another high-profile platform as it expands its overseas presence. - The association with professional golf reinforces themes Moutai wants linked to the brand: patience, discipline, etiquette and craftsmanship.

What happened: - Moutai served as a Premier Partner of the Link Hong Kong Open from Oct. 22 to 25, 2026, at Hong Kong Golf Club in Fanling. - The partnership put Moutai alongside outstanding international players during the tournament. - Kweichow Moutai entered a strategic partnership with the Asian Tour in April 2025 as its Official Luxury Chinese Baijiu Partner. - That 2025 deal included three flagship events: International Series Japan presented by Moutai, the Link Hong Kong Open and the Moutai Singapore Open, where Moutai served as title sponsor.

The details: - Moutai’s production cycle takes one year and eight months, followed by three years of storage, blending and stabilization. - From the start of production to release, Moutai takes at least five years. - The company links that long aging process to a gradual shift in flavor from sharpness to greater mellowness, richness and complexity. - At the Hong Kong Open, Moutai set up golf clinics and spectator engagement activities. - The event also included a signature cocktail tasting area featuring drinks made with Moutai as the base spirit. - The winner, American golfer John Catlin, finished at 260, or 20 under par, to take the title. - Catlin received a bottle of 53% ABV Feitian Moutai as the tournament prize. - Northern Ireland’s Tom McKibbin won the 2025 edition at Fanling with a four-round total of 253, or 27 under par, a tournament record for the lowest 72-hole winning score. - McKibbin said after that victory, “This victory did not come easily. Behind every swing is years of repeated practice and refinement.” - The Hong Kong Jockey Club and the Hong Kong Golf Club jointly launched the Jockey Club Community Golf Programme, backed by a HK$32 million grant from The Hong Kong Jockey Club Charities Trust. - The program is designed to move golf from an elite sport toward broader public participation. - The Link Hong Kong Open has been voted The International Series Tournament of the Year by Asian Tour players for three straight years.

Between the lines: - Moutai is trying to move from product marketing to cultural positioning. - Golf offers a setting that matches the brand’s premium image better than the banquet occasions commonly associated with Chinese baijiu. - The tournament setting also lets Moutai frame drinking occasions around social connection, precision and tradition instead of only hospitality. - Hong Kong’s broader golf development efforts give the brand a local context that supports that message.

What's next: - Moutai is likely to keep using Asian Tour events to build recognition with overseas consumers and golf fans. - The company’s brand strategy suggests more emphasis on experiential events, not just sponsorship logos. - Future overseas activations will likely continue tying Moutai to premium sports and lifestyle occasions.

The bottom line: - Moutai is betting that golf can help turn a centuries-old baijiu brand into a global lifestyle signal, one event at a time.