Sprawling facility at Maotai shows its distinctive heritage

When one thinks about visiting an alcohol-related experience center, the obvious choices that come to mind are the Guinness factory in Dublin, the Scotch Whiskey Experience in Scotland or perhaps France's Museum of Cognac History.

For those outside China seeking a spirit-fuelled experiential adventure, the word baijiu (white spirit) seldom comes to mind. But tucked away in Maotai town in Guizhou province, is the National Liquor Culture Museum.

It's impressive enough to attract even the most discerning liquor enthusiast. Britain's Prince Andrew toured the museum just in October.

The museum grounds are nestled among the town's existing production and storage buildings and surrounded on one side by heavy construction works. Areas of the town not already taken up by buildings used in fermenting sorghum, small independent distilleries and dispensaries, or the occasional hotel, are under construction. Such is the allure and reputation of the Moutai brand that the group is investing heavily to make the town a top tourist destination. A five-star hotel, a tasting center, state-of-the-art headquarters and apartments, and a nearby airport are under construction or will be soon.

At 30,000 square meters, with seven rooms and a collection of more than 5,000 artifacts, cultural relics, paintings and books dating as far back as the Han Dynasty (206 BC-AD 221), the museum was recognized as the 'largest liquor culture museum in the world' by the Guinness World Records in 1999 shortly after the building's completion in 1997.