The world’s most valuable liquor brand is set to show Melbournians what the fuss is about with the opening of the Melbourne Moutai Boutique on Exhibition Street.
Located in Melbourne’s Chinatown, the new store is designed to allow Melburnians to experience one of the world’s most intriguing spirits Chinese baijiu and one of its leading brands, Moutai.
Moutai is one of the most sought-after spirits in the world but is relatively unknown within the Australian and Western markets in general. The new store aims to change that by introducing the Moutai taste and experience to Melbournians following its Sydney store’s success.
Moutai is considered the pinnacle of baijiu in China and is produced in a specific where there is a town of the same name in the Guizhou Province in southwest of China. Like a wine appellation, the region delivers a unique terroir character to the spirit. Like First Growth Bordeaux, Moutai lovers seek out old iterations of the spirit, paying top dollar to complete collections.
Baijiu spirit is one of the oldest in the world, dating back some 2000 years. It was first offered as tribute to the Wu Emperor of the Han Dynasty. It is distilled from sorghum grain and aged in ceramic pots. Moutai uses traditional methods of production handed down through generations and is aged for a minimum of five years.
It is an acquired taste with umami, soy sauce, pear, and bruised apple flavours on the fiery palate. Guests at the Melbourne Moutai Boutique store can choose from a variety of options to experience Moutai.
The intimate, circular space seats 12 guests at a time, with tasting flights, single drinks or cocktails on the menu, or guests can opt for a full masterclass experience.
The tasting ritual comprises 78 steps and is rooted in the ancient ceremony of baijiu. The Moutai Sommelier guides guests on a journey to the birthplace of Moutai, allowing them to experience Moutai’s culture and understand its unique and complex flavour.
Guests can purchase Moutai’s range of products from the store, with the coveted Moutai Flying Fairy available at $518 per bottle.
Moutai is collaborating with local Melbourne businesses, including restaurants and bars such as Fable Melbourne and following on from successful partnerships in Sydney, Moutai-infused coffee and gelato collaborations will also follow.
The Melbourne Moutai Boutique is located at 193-195 Exhibition Street, Melbourne and is open from 11 am to 8 pm, seven days a week.
Discover more at moutai.com.au
