Moutai's Quirky Marketing: From Coffee to Hotel Rooms

By Billy Jiang, September 18, 2023

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Just two weeks ago, the world was abuzz with the news of Luckin Coffee introducing a Moutai-flavored latte, generating a tremendous amount of attention and traffic for both brands.

READ MORE: Luckin's Moutai-Flavored Latte Breaks the Chinese Internet

And it seems that Moutai, China's most well known Baijiu brand, is already once again up to its unconventional marketing tricks.

In a bizarre yet intriguing twist, on September 15, Fliggy (飞猪旅行), one of China's largest online travel booking platforms, announced the launch of Moutai-themed hotel packages. 

Yes, you read that correctly – check in at a hotel, and they might just throw in a bottle of Moutai as a cherry on top of your hotel room key card!

Fliggy's official information reveals two package options: an RMB999 package and an RMB2,999 package, both featuring a Moutai-themed hotel room. 


RMB999 hotel package information. Screenshot by That's

Both package options offer a stay at Moutai Sanya Haitang Bay Resort, along with a complimentary bottle of Feitian Moutai, which typically retails for over RMB3,000, and are available for booking from September 15 to December 31, 2023.


Hotel introduction, Moutai Sanya Haitang Bay Resort. Screenshot by That's

This unique promotion took Chinese social media by storm, with users commenting, "Grab it now before it's gone!" 

However, it seems the promotion was even more popular than expected, as within minutes of the link going live, all available dates displayed "fully booked" or "unavailable," and the product link showed "Sold Out."


Moutai responded to The Observer regarding the matter. Screenshot by That's

The sudden surge of interest left both online consumers and Moutai bewildered. 

According to reports from The Observer, Moutai responded to the situation, saying, 

"We've noticed the way this was advertised isn't quite right, and we've already asked them to make changes."

Currently, the Moutai-themed hotel packages have been taken down from Fliggy. 

The hotel participating in the campaign, Moutai Sanya Haitang Bay Resort, clarified that the interpretation of the package's terms and conditions lies with Fliggy as the hotel's role was merely to cooperate with Fliggy, and any inquiries about how the packages can be redeemed or used should be directed to Fliggy's customer service.

The audacious move has left many wondering how such unconventional marketing tactics affect the perception of the Moutai brand. 

Do you think these unconventional marketing tactics enhance or detract from the brand's prestige? Would you like to see That's bringing you more unusual travel package offerings in the future? Let us know in the comments. For more intriguing news and information, follow our WeChat official account, ThatsGBA.

[Cover image via Fliggy, Screenshot by That's]

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