Kweichow Moutai Chairman Outlines Age-Segmented Strategy for 18-45 Consumers

Kweichow Moutai held its 2026 semi-annual performance briefing on August 21. Chairman Chen Hua said at the meeting that the company will implement age-segmented operations targeting young consumers aged 18 to 45, spanning brand promotion, market activities, terminal construction, and experience services.

Moutai has formulated differentiated operational strategies for each age bracket. The 18-25 age group is in the guidance period for baijiu consumption, with the operational objective of establishing brand reputation. The 25-30 age group is in the introduction period, where the company will seek appropriate ways to integrate into their careers and daily lives, guiding them through suitable approaches to gradually adapt to baijiu. The 30-35 age group is in the growth period, with the goal of promoting stable consumption and developing conversion strategies matched to their consumption needs. The 35-45 age group is in the stabilization period, targeting strengthened brand loyalty while ensuring the supply of premium product quality.