Chinese Distiller Kweichow Moutai has signed a collaboration agreement with Britain’s Wine and Spirit Trade Association (WSTA).

The Chinese distiller is planning to expand its product footprint in the European alcoholic beverage market and intends to use the UK as a launch pad for its products.

Moutai and WSTA have agreed to work with each other to identify key opportunities to promote regular and open dialogue on matters of mutual interest.

The collaboration agreement was signed by WSTA chief executive Miles Beale and Moutai chairman Yuan Regnuo.

Renguo said: “Moutai attaches great importance to the UK market and we hope that we can win over more consumer groups in the UK.

“We will study the needs of local markets in Europe, innovate the products’ alcohol content and taste, continue to launch new types of products that suit UK consumers’ tastes, expand sales and promote the brand recognition and influence of Moutai in the UK market.

“Also, we are determined to make the UK as a model market for Moutai going into Europe.”

In order to increase its global sales, the Chinese distiller is planning to open five offices around the world.

"The agreement of understanding with Moutai and the coming together of politicians from both countries shows the keenness to collaborate and build industry partnerships."

Moutai further explained that it has exported 17.5 tons of Moutai liquor to the UK and generated nearly £2.5m in revenue.

Beale said: “Strengthening ties with countries outside the EU is a key priority for WSTA. By working closely with the wine and spirit industry colleagues across the globe together we can better advise politicians on the benefits of free trade deals and how to avoid unnecessary barriers for the free flow of trade.

“We have already taken great steps to cement a working agreement with colleagues in Europe with the signing of a Brexit position paper.

“But the WSTA recognise that there is more to be done to help members gear up for future export and import opportunities.

“The agreement of understanding with Moutai and the coming together of politicians from both countries shows the keenness to collaborate and build industry partnerships.”