Southeast Asia’s first Moutai House is opening at the Fullerton Waterboat House at the end of October.

The three-storey showcase of Kweichow Moutai includes an experiential space where visitors can learn more about the Chinese liquor and browse the region’s largest Moutai collection, a fine Chinese restaurant by Michelin-starred Imperial Treasure and a rooftop bar by Nutmeg & Clove.

Kweichow Moutai, China’s best-known luxury baijiu, is a potent sorghum-based spirit from Guizhou, prized for its intensely aromatic, complex and savoury character.

Singapore’s “position as a gateway between China, Southeast Asia and the wider world makes it a natural location from which to introduce Moutai’s culture and versatility to a broader international audience,” Moutai House’s managing director Shi Yun Ding told CNA Lifestyle.

And, the location on the riverfront is a significant one. “Singapore’s relationship with Moutai can be traced back more than seven decades. In 1954, when Kweichow Moutai first reached Southeast Asia, it arrived at the Singapore River, opposite the Waterboat House. From that moment, a quiet connection between Moutai and this historic building began to take shape,” Shi said. “Opening Moutai House here brings that story full circle.”

Today, “Moutai continues to accompany significant occasions in China, from celebrations and reunions to personal and professional milestones. At the same time, international interest in the spirit is growing as more consumers discover its craftsmanship, collectability, complex flavour profile and versatility beyond the traditional toast,” he added.

WHAT TO EXPECT