Porche race cars blocked the road and the line snaked down the street for the opening of the Kweichow Moutai flagship store in Melbourne.

The store is Melbourne’s first dedicated baijiu store, and the second Australian store for Kweichow Moutai.

“The opening of this space signifies not only the introduction of the retail venue, but most significantly a space that our ambassadors can impart knowledge, share insights, and inspire the Melbourne people with Moutai’s 2000 years of history and heritage,” a Kweichow Moutai spokesperson said.

“Today marks a pivotal moment where we can celebrate our company’s two decades of Moutai presence in Australia. It was always our vision to bring Moutai to the home of every Australian, so moving forward we will extend our retail presence in more major cities and collaborate with the finest restaurants, bars, hotels, and companies,” he added.

Brand Finance recently reaffirmed Kweichow Moutai’s status as the world’s most valuable liquor brand.

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