Australia Case Study

Sensory storytelling for Moutai China launch event

Moutai China, touted as the world’s most mysterious spirit, recently hosted a gala event in Sydney to celebrate the brand’s history in Australia. More than 500 guests gathered at Sydney Town Hall on 30 May to celebrate 46 years since the spirit, traditionally used as a toast for special occasions in China, was imported to Australia.

Moutai worked with local event agency, Staging Connections, to create an immersive guest experience that celebrated the theme “Let the world fall in love with Moutai, let Moutai go to the world” and incorporated the brand’s 2,000-year history.

A highlight of the evening was the unveiling of a special Australian label of the spirit, where ten VIP guests were invited onstage to activate the unique lighting display counting down to the reveal of a new limited edition bottle. Meanwhile, a custom-made 20m x 5m holographic screen was suspended from the roof to showcase the brands history during the big reveal.

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 a “museum” cocktail space at the event, welcoming guests to preview the brand’s story with a pre-dinner drink.

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 China’s national spirit brand.

The gala dinner also featured entertainment by the Moutai China Group, as well as a traditional Aboriginal dance and an operatic performance by soprano Emily Anne Garth, who sang in both Australian and Chinese, a true merger of the two cultures.

Staging Connections was responsible for all aspects of the event, from technical  and creative design, to the luxurious red and gold theming throughout the venue. Tables were adorned in traditional gold linen with stunning centrepieces and complementary red floral displays.

Staging Connections director, special events, John Schryver, said the Sydney team came together to produce a spectacular event that ‘transfixed delegates’.

“The event was an incredible success. Showcasing a new product is so effective when given the opportunity to present an entire sensory experience using technology to educate and excite guests.”

Moutai China representative, Mocha Du, praised Staging Connections for their work on the event.

“We could not be happier with the result. Our VIPs and delegation were enthralled by every aspect of the event and really engaged with our message,” he said.