Moutai looks to spread reach in China

Kweichou Moutai, the maker of of high-end liquor that is a staple of elegant Chinese banquets, will lower the threshold for franchisors in unexploited areas to further extend its dealership network.

Experts see the campaign as aiming to engage in the mass market and burn off current inventories. Enterprises and individuals can apply for dealerships at county-level, provincial capital-level or economic development zones where the brand does not have a presence yet, Kweichou Moutai said in an online statement.

An insider, who asked not to be named, said an earlier note from the company had forecast the possible launch of 100 to 200 new dealerships this year.