Liquor brand unsure if it wants a taste of luxury

Chinese premium liquor producer Kweichow Moutai Co may be having second thoughts over a bid for inclusion in a global luxury brand list.

This follows criticism that Moutai prices have increased ten-fold in recent years, putting the baijiu, sorghum spirit, out of reach of ordinary consumers.

A month ago, Moutai, based in southwest China's Guizhou Province, contacted the World Luxury Association representative in Beijing, applying for listing in its annual Top 100 most valuable global luxury brands.

This would put the baijiu brand on a par with Lafite wine and Hennessy cognac.

But China's largest distiller by market value later withdrew its application.

"Moutai contacted us, wishing to make its debut on the luxury brands list, tap into overseas market and expand its brand awareness," Ouyang Kun, WLA's chief representative told Shanghai Daily.

"But communications stopped recently," Ouyang added.