Crossing Mountains and Seas: How the Millennia-Old Wine Legacy of the Chishui River Valley Aromatically Reaches the World

110 years ago, Chinese Baijiu crossed the Pacific Ocean for the first time, following the opening of a canal. An unremarkable clay liquor jar “accidentally” shattered, releasing the rich aroma of Eastern fine wine to the world. A century later, another river beckoned people to launch a high-quality development declaration for the global spirits industry.On October 28, 2025, the first Chishui River Forum was held in the town of Maotai in Huairen, Guizhou. Along the banks of the Chishui River, known as the “River of Fine Wine,” a fusion of Chinese and international spirits brands collaborated and shared their unique flavors. Famous Chinese liquors such as Maotai, Wuliangye, Fenjiu, Langjiu, and Xifengjiu, together with world-renowned brands like Remy Martin and Moët Hennessy, came together to launch the International Liquor Chishui River Declaration. This declaration urged the world to “respect nature, protect ecology, uphold quality, and preserve culture,” sending out a resounding call for collaboration in the industry.A few days later, the 18th World Chinese Business Conference was held in Macau, where guests and global tourists were amazed by cocktails made with Maotai, blending traditional Baijiu with modern mixology. This was Maotai’s third appearance at the World Chinese Business Conference, reflecting its growing influence among Chinese and Southeast Asian communities overseas.

In early December, Maotai journeyed to New York and San Francisco, revisiting “American memories” and creating a wave of innovation that spanned the U.S. East and West coasts, marking a peak in Maotai’s global development. Since 2023, Maotai has continually explored deeper levels of internationalization, from model markets like Hong Kong, Japan, and Singapore, to expanding into “Belt and Road” regions, and gradually establishing a foothold in the high-end liquor markets of Europe and America.Maotai’s strategy has evolved from simple product export to a multi-faceted approach that includes “cultural export,” integration, and innovative expressions in global markets. It has crossed regional and cultural barriers, resonating emotionally with global consumers and uncovering opportunities for growth in the spirits market.In the annual “Chongyang Sha” festival, the brewing of Maotai begins, setting the tone for the year’s base liquor production and quality. During this special season, French actress Sophie Marceau attended the Chishui River Forum for the first time as the founder of a brandy company. She brought French romance, elegance, and her iconic smile to discuss the cross-border collision between liquor, culture, and fashion with Chinese and global industry guests. Sophie shared her experience of drinking Guizhou Baijiu, commenting that everyone enjoys toasting together, and while the high alcohol content makes one feel tipsy, it’s always a joyful experience to share it with friends.

David Valentin, Chairman of Valentin International Ltd., who also attended the forum, echoed the sentiment: “People don’t just buy a drink; they are searching for a story, culture, and emotional connection. That is where the true growth potential of the industry lies.” Olivier Busch, President of the International Wine Competition, acknowledged that the diverse aromatic characteristics of Chinese Baijiu are still underappreciated by European consumers. However, he stressed that the deep historical and cultural heritage of Baijiu is its core advantage for global commercial expansion.Craftsmanship and cultural beauty are becoming the “global language” of brewers worldwide. In the context of global alcohol industries, liquor is more than just fine beverages—it is a medium for skill, culture, and emotions, symbolizing the good life. It transcends regional and cultural differences, becoming a vital emotional link between Chinese Baijiu and global consumers.For over 20 years, the Maotai “Chongyang Sha” festival has been held with precision, honoring the time-honored tradition of reverence for ancestors and the craft of Maotai brewing. The rituals reflect Maotai’s commitment to quality and craftsmanship, and the “unity of heaven and man” brewing philosophy is a vibrant embodiment of China’s traditional culture.The stunning Maotai brewing techniques and cultural heritage demonstrated at the Chishui River Forum have been ingrained in Maotai’s DNA, driving its international growth.

As Maotai Group Chairman Chen Hua stated in a video message at the 2025 Maotai brand event in San Francisco, Maotai is not only a significant representative of Chinese liquor culture, but also a bridge of deep friendship and a messenger for the mutual learning of Eastern and Western civilizations.Maotai’s journey began in 1915 at the Panama-Pacific International Exposition in San Francisco, where it won a gold medal, making it one of the first Chinese brands to gain global recognition. The brand then continued to expand its international presence, first entering Thailand in the 1950s, registering its trademark in Macau in 1955, and later expanding into Japan in 1956. By the 1990s, Maotai had reached Singapore, becoming one of the earliest Chinese brands to go international after China’s economic reform.In recent years, as domestic production capacity has exceeded demand and intense competition has escalated, “going global” has become a crucial strategy for many industries seeking new opportunities. Maotai’s international journey is evolving into a more comprehensive strategy, combining product, brand, culture, and service. It has focused on developing a structured support system, which includes expression, product, channels, pricing, compliance, and policy frameworks to solidify its international base.Maotai’s global expansion has been coupled with cultural outreach initiatives.

Through the “Maotai Night” and “Maotai Culture Festival,” held across countries like Malaysia, Singapore, the U.S., and Australia, Maotai has offered consumers unique cultural experiences. In 2024, the brand introduced its new “Walk into Series” of cultural commemorative liquors in the UK, France, Italy, Greece, and Japan.At the same time, Maotai’s international fans—known as “Maoyou”—have traveled to Maotai’s hometown, the Chishui River Valley, to experience its natural beauty, brewing techniques, and deep cultural heritage firsthand. Maotai has offered guided tours of its “super factory,” where visitors can learn about its unique brewing secrets. In 2024, Maotai’s overseas revenue surpassed 5 billion yuan, with a 19.27% year-on-year growth.As Maotai’s international expansion continues, from markets like Hong Kong, Macau, Singapore, and the U.S. to European cities like Athens, Milan, and Zurich, the brand is not only delivering China’s cultural beauty but also embracing localized innovations that resonate with global consumers. This combination of global vision and local innovation is helping Maotai establish a robust foundation for its global future.Despite the challenges faced by both the Chinese and global spirits industries in the face of deep adjustments and the push for high-quality development, Maotai remains a flagbearer for national brands. With a long-term spirit, the brand continues to uphold quality and cultural integrity, embracing globalization’s open, inclusive, and diverse wave, and strengthening the global influence of Chinese Baijiu while offering a new model for other Chinese brands going global.