By William Stolerman
Moutai, the Chinese high-end spirit brand, is launching a new sub brand called Red Diamond boasting a flagship tipple priced at US$20,000 per bottle.
The marque's products are rarely consumed outside China, and the new Red Diamond series spearheads Moutai's strategy to attact consumers from the rest of the world. Their global marketing campaign will begin with France, Japan, the United States, Canada and Russia, and if successful, will spread to the likes of Australia and Singapore.
A large chunk of the $20,000 price tag (for 500ml) goes towards verifying authenticity in the wake of several recent scandals in China related to counterfeit alcohol.
Each bottle of Red Diamond will also have an individual serial number, and to add another layer of proof, they will be packaged in locked boxes that can only be opened after calling a phone number to retrieve a password.