Win a trip to China, represent the UK on the global stage, and discover the world’s most consumed spirit
LONDON, UK, The UK Bartenders’ Guild (UKBG) has announced the launch of The NCC25: The Moutai Expedition, the official UK National Cocktail Competition 2025, in partnership with Moutai, China’s most iconic and prestigious Baijiu brand.
Designed to spotlight one of the world’s most culturally significant yet underexplored spirits, the campaign invites UK bartenders to take part in an immersive tasting and cocktail challenge that could lead them to China, Colombia, Poland, and even the Czech Republic, placing them firmly on the global stage.
The competition kicks off with a free online masterclass on 16 June, accompanied by a tasting kit featuring four premium Moutai expressions. The masterclass introduces participants to the production, heritage, and modern applications of Baijiu, the world’s top-selling spirit by volume.
“This competition is not just about drinks, it’s about creating cultural bridges and global opportunities for UK bartenders,” said Claudia Carrozzi, President of the UK Bartenders’ Guild. “Baijiu is bold, complex, and unlike anything most Western bartenders have ever worked with. That’s exactly what makes it so exciting.”
All entries must feature Moutai Golden Prince, Moutai Chun 1998 as the base spirit. Finalists will compete at the national final on 23 July in London, with three major prizes on offer:
1st Place: Trip to the Moutai Distillery in China and will represent the UK at the IBA World Cocktail Championship in Colombia
2nd Place: Bottle of Moutai Flying Fairy and will represent the UK at the IBA European Cocktail Championship now planned on board the Costa Grandiosa
3rd Place: Bottle of Moutai Golden Prince and will represent the UK at the Mattoni Grand Drink 2026 in the Czech Republic
This campaign is proudly sponsored by Kweichow Moutai, with Jazz Trading LTD ( Official UK Moutai Distributor) representing them. As a long-standing advocate for introducing premium Asian spirits to the UK market, Jazz Trading plays a key role in promoting cultural exchange and expanding the presence of Baijiu in Western mixology. Their partnership with UKBG on the NCC25: The Moutai Expedition aims to elevate Moutai’s visibility and educate bartenders on its versatility, heritage, and prestige.
“Moutai is far more than a spirit—it’s liquid history in a glass, a masterpiece of Chinese craftsmanship centuries in the making. Now, we challenge the UK’s most innovative mixologists to make their mark on this cultural icon, blending ancient tradition with cutting-edge creativity. This competition will redefine what the world expects from Chinese spirits. As we proudly say: ‘China Moutai, A Toast to the World,’” said Joyce Lin, UK Representative for Kweichow Moutai.
