Joybuy, JD.com’s online retail business in Europe, today announced a new strategic partnership with Kweichow Mouai (‘Moutai’), China’s most iconic premium spirits brand, becoming Moutai’s official online retailer in the UK.
Joybuy will offer consumers a speedy, reliable, and trustworthy channel to purchase Moutai products, with a same-day and next-day[1] delivery service. The partnership combines Moutai’s cultural heritage and brand prestige with Joybuy’s advanced supply-chain infrastructure in the UK.
A broad range of Moutai products – including its flagship Moutai Flying Fairy (53% ABV), the Moutai Flying Fairy Explore Series·Britain (53% ABV), the Moutai Year of the Snake (53% ABV), the 15 Year Olds Moutai (53% ABV), and more – are now available on Joybuy UK, offering consumers competitive pricing across the full range. During the promotional period, shoppers will not only enjoy the lowest prices[2] in the UK, but also official authenticity guarantees and Joybuy’s speedy delivery service for a convenient and reliable shopping experience.
Rooted in centuries-old Chinese philosophical traditions, Moutai, a sorghum and wheat-based style of baijiu – a unique Chinese distilled spirit – is produced in the small town of Maotai on the banks of the Chishui River in Southwest China. It gained international recognition in the 20th century through multiple awards at global exhibitions, elevating its reputation on the world stage. Renowned for its labour-intensive craftsmanship and distinctive flavour, Moutai is now recognised as one of the world’s top three distilled spirits, alongside Scotch whisky and French cognac.
Beyond its online offering, Joybuy will collaborate with Moutai to explore the development of innovative retail models that blend the online and offline experiences. Plans include the launch of a “Moutai Cultural Experience Center” in the UK, designed to introduce local consumers to the heritage and craftsmanship behind Chinese baijiu.
Leveraging JD.com’s robust supply chain and logistics network, Joybuy — currently in a test phase in the UK, Netherlands, Germany, France, Belgium and Luxembourg — provides its customers with a speedy and reliable shopping experience. Through this partnership, Joybuy and Moutai aim to bring the unique flavour and cultural richness of Chinese baijiu to a wider global audience, unlocking new growth opportunities and showcasing the distinctive charm of Chinese spirits on the world stage.
A Joybuy spokesperson said: “It’s a great honour for Joybuy to be chosen as the exclusive online retailer for this iconic brand. If you have ever visited China, or you have friends from there, you know that Moutai doesn’t just embody centuries of distillation craft and knowledge, but like whisky or cognac, speaks to the heritage of a place and culture. With Joybuy, you can now enjoy the pleasure of Moutai here in the UK. Those who know Moutai, know. Ganbei!”
