NEWS
JOYBUY BECOMES EXCLUSIVE ONLINE RETAILER OF KWEICHOW MOUTAI IN UK
By Tony Zhu
11-11-2025
Source: Kweichow Moutai
Joybuy, the European arm of China’s leading e-commerce website JD.com, announced that it has become the official exclusive online retailer of the leading Chinese baijiu brand Kweichow Mouai in the UK.
Joybuy said it will offer consumers a speedy, reliable, and trustworthy channel to purchase Moutai products, with a same-day and next-day delivery service.
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.
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.
Rooted in centuries-old Chinese 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.
Joybuy is currently in a test phase in the UK, Netherlands, Germany, France, Belgium and Luxembourg, the company plans to launch next year with an aim of providing 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!”
(the writer can be contacted at: info@thewinechronicle.com)
ALL RIGHTS RESERVED
**IF YOU THINK THE WINE CHRONICLE IS WORTH SUPPORTING, PLEASE MAKE A DONATION TO HELP US IMPROVE AND CONTINUE OUR WORK**
TRENDING│ FOCUS│ MISSION│ ABOUT US│ CONTACT
| 