Moutai China – or what’s known as the “world’s most valuable distiller” – gathered some 500 guests at Sydney Town Hall last week to celebrate 46 years since the spirit has been imported in Australia.
Event agency Staging Connections designed an end-to-end experience themes "Let the world fall in love with Moutai, let Moutai go to the world" by immersing guests in a cultural experience showcasing the brand’s 2,000-year history.
One of the highlights included an unveiling of a special Australian label of the spirit to mark the occasion where 10 VIP guests were invited onstage to activate the lighting display counting down to the reveal of the new Sydney limited edition bottle. Moutai has separate labels for every province in China, and for the first time, an Australiana-themed label has been added to the archives.
Vintage labels were exhibited in the “museum” cocktail space at the event, welcoming guests to preview the brand’s story and deep history in Chinese culture with a pre-dinner drink.
Meanwhile, a suspended holographic screen complemented the content across two borderless screens, showcasing the brand's history and highlighting the cultural significance of the occasion.
A separate, interactive space under the eastern gallery of Sydney Town Hall was designed with touch screens and pillar-wrapped graphics for guests to further immerse themselves in the brand. Entertainment for the night included an Aborogibal dance performance operatic performance by soprano Emily Anne Garth, who sang in both English and Mandarin.