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The campaign, called ‘Stay at home with Moutai’, promotes pairing the baijiu brand with meals from around the world. Against the backdrop of the coronavirus crisis, the campaign, which launched late last week, encourages consumers to “minimise the frequency of going out and improve their awareness of self-protection”.

Financial details behind the push were not disclosed.

“The campaign has immediately attracted attention from fans around the world,” the company said yesterday. “Only online for four days, the campaign has attracted the attention of nearly 5m  overseas internet users, showing a good result and huge impact of the campaign.”

In November, Kweichow Moutai highlighted a supply shortage beyond its domestic market, with exports in the first ten months of 2019 totalling US$369m. Moutai is available in 64 countries outside China.

#Stayhome Don’t forget to have fun! We can do lots of things at home such as create your own cocktail. #MoutaiEvent
Moutai African Sunset Cocktail
3 oz. coffee,2 oz. Moutai,1 oz. carbonated water
1/2 oz. simple syrup, ice cubes pic.twitter.com/XOo23hgior

— Moutai Global (@MoutaiGlobal) March 30, 2020