Source of this article: Times Finance Author: Xing Wenwen
"Quality is the soul of life" is the iron law of Moutai.
The reason why Moutai can become a well-deserved "wine king" is that the core answer comes down to the word "quality". No matter how the times change, Moutai's ultimate pursuit of production quality has never stopped, and it has always kept pace with the times.
On October 8, the 2025 Production and Quality Conference of Moutai Group (· to the Sand Making Work Conference) was held, which comprehensively summarized the results of production quality work in 2024, scientifically planned various work tasks in 2025, and opened a new round of production of Moutai.
"The production of Moutai is normal, the quality is stable, and the entire production quality is fully in line with Moutai standards." At the meeting, Zhang Deqin, Secretary of the Party Committee and Chairman of Moutai Group, fully affirmed the production quality work of Moutai in the past, and put forward four hopes for the production quality work in 2025: first, intensive cultivation of quality to ensure the continuous and stable quality of Moutai; the second is to insist on paying equal attention to inheritance and innovation to promote the high-quality development of Moutai; the third is to love my Moutai, unite and work hard, and create an atmosphere of "wine, style, and harmony"; Fourth, adhere to the principle of rewarding diligence and punishing laziness, result-oriented, and create a good atmosphere of dedication to Moutai.
Zhang Deqin pointed out that generation after generation of Moutai people have always adhered to the excellence of production and quality, which is the greatest confidence in Moutai's products and brands.
Adhere to the belief in quality to provide consumers with better products
At the meeting, Zhang Deqin clearly pointed out that inheritance and innovation are the driving force for Moutai's sustainable development, and it is necessary to focus on the fundamental principle and bottom line of "quality". On the one hand, good process summaries and good experience practices such as "Dragon Boat Festival koji, Chongyang Xiasha, 24 solar terms phenological rhythm, and one cycle a year" should be vigorously inherited. On the other hand, it is necessary to establish innovative thinking, and strengthen the application of scientific and technological innovation achievements and scientific and technological innovation.
In order to ensure the high-quality and stable production of brewing raw materials, Moutai has always regarded the red tassel sorghum planting base as the "first workshop", adhered to the quality control of the whole life cycle, and since 2001, it has cooperated with local governments, cooperatives and farmers to build an organic sorghum base. After more than 20 years of development, the organic sorghum base of Moutai has covered an area of nearly 1 million mu.
Zhang Deqin also emphasized that in production, it is necessary to strengthen the implementation of the process, achieve intensive cultivation and fine operation, and ensure that every link and every detail can firmly grasp the core of "quality".
From the 2024 Moutai production technology analysis meeting in mid-August, we can clearly feel Moutai's meticulous and rigorous attitude towards quality.
Before the meeting, in order to comprehensively solicit opinions and suggestions on the production of Moutai and prepare for the production work in the coming year, Moutai has held 36 workshop-level production technology analysis meetings, covering retired experts, chief and special brewers and other groups, with a total of more than 1,400 opinions and more than 400 opinions and suggestions.
Quality is the core of "Moutai is Moutai", and in different periods, Moutai's requirements for quality have kept pace with the changes in liquor consumption and industry trends.
At present, "selling alcohol to selling lifestyle" has become the general trend. Zhang Deqin once said that Moutai will take this opportunity to provide better services to consumers, and it is necessary to put oneself in the shoes of consumers to think about the consumption scene of consumers, so that consumers can feel satisfied.
In addition, increasing the overseas market has been the focus of China's liquor efforts in recent years, and quality is also the primary dimension in the "three dimensions" of Moutai's internationalization path. According to incomplete statistics, since June last year, Moutai has taken the initiative to go to sea 5 times, entered 10 countries, and held more than 50 overseas activities, and the speed of going to sea has been significantly accelerated.
Grasp the higher dimension of quality through the liquor cycle
This year, the liquor industry has entered a period of deep adjustment, the industry differentiation has intensified, this trend will become more and more prominent in 2025, the liquor industry from extensive to fine, from quantity to quality, from high speed to high quality, which brings greater challenges to liquor, especially high-end liquor.
In the regional context, Guizhou has clearly proposed to give full play to the advantages of the origin and main production areas of the world's sauce-flavored liquor, promote the transformation and upgrading of liquor enterprises, and build a fleet of excellent liquor enterprises, and the Guizhou Provincial Investment Promotion Bureau has also released a number of liquor-related projects this year.
With the adjustment of the industrial layout of the industry and regions, as the industry leader, Moutai's understanding and grasp of quality is more profound than before, and the "quality" has been raised to a new height.
At the "Moutai Group 2024 Strategy Seminar" held in June, Zhang Deqin once said that a very important reason why Moutai can achieve today's development achievements is that Moutai has formed its core competitiveness in five aspects: quality, brand, culture, environment and technology. Among them, "quality" is the first place in Moutai's core competitiveness, and it is also the ballast stone for Moutai to pass through the cycle.
Sufficient production capacity can ensure the quality of Moutai to the greatest extent, and also lay a solid foundation for the stable development of Moutai.
At present, Kweichow Moutai is speeding up the construction of projects such as the "14th Five-Year Plan" technical transformation of Moutai and the first phase of the "14th Five-Year Plan" Sauce Flavor Liquor Xishui Tongmin Dam to escort high-quality Moutai. Among them, after the completion of the "14th Five-Year Plan" technical transformation project of Moutai, the actual production capacity of Moutai can be increased by about 19,800 tons/year, and the wine storage capacity will be about 84,700 tons.
According to the data, the output of Moutai in 2014 was about 38,700 tons, and by 2023, it has reached 57,200 tons, an increase of nearly 5% in ten years. In the first half of this year, each round of Moutai's base liquor met the characteristics of the round, and the production quality was stable and improving, with the output of Moutai about 39,100 tons.
In terms of product creation, Moutai has always been committed to providing consumers with safe and secure products, such as Moutai 1935, which has recently been upgraded in the body.
In addition, Moutai has also continuously improved product quality by improving the quality of enterprise management, and has won the National Quality Award three times in 2003, 2011 and 2023, and this year won the EFQM Global Award (Seven Diamonds), one of the highest honors in the field of quality management in the world, and the management quality has been highly recognized internationally.
In the final analysis, Moutai's development path is a path based on adhering to product quality and quality. Zhang Deqin emphasized at the meeting that at present, we must not only face up to the challenges, keep a clear head, but also strengthen our confidence, jointly meet the challenges, and create a new glory in Moutai's production quality work.