China Kweichow Moutai Distillery (Group) is working alongside the South African Rugby Association to promote bilateral economic and cultural exchanges between the two countries.

Thelo Wakefield, the president of the Western Cape Rugby Union, said that, as the national sport of South Africa, rugby has many fans and players among the public, so cooperation with a world-famous brand Moutai will bring significant effects.

Li Baofang, Party chief and general manager of Moutai Group, said the company expects that many more South African people will come to know Moutai through their favorite sport.

"We are looking forward to establishing collaboration with South Africa in sports events, as part of the effort to help enhance Sino-African communications," Li said.

Anrous Marais, head of the Western Cape department of cultural affairs and sports, said the past few years have seen much progress in cooperation with China, with more Chinese students studying in Africa, Chinese companies making more investments in the region, and bilateral cultural exchanges becoming more frequent.

Marais gave a golden key to Moutai, a symbol of welcome and appreciation of the distiller bringing more Chinese culture to South Africa.

At a brand promotional event held in the international conference center of Cape Town on Nov 17, Moutai cocktails attracted the attention of many local businesspeople.

Different cocktails were named in a symbolic manner, including Rainbow Silk Road, Golden Champagne and Love Affair with Chishui River, where Moutai is located.

Renowned as one of the world's top three distilled liquors, together with Scotch whisky and French brandy, Moutai cocktails have a unique taste, according to the company.

Commemorative bottles of either 375 or 750 milliliters were released at the event, to commemorate Moutai's visit to South Africa.

The bottles were painted with totems and images that represented the 20 golden years of China and South Africa's diplomatic relations, as well as the spirit they both shared, showing respect to nature and peace, the company said.

Li, from Moutai, said the company has sold products in 66 countries and regions. He suggested there is great potential for the group in the continent.

"Launching from South Africa, we expect to enter more African countries and continue promoting the Chinese culture worldwide," he said.

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(China Daily Africa Weekly 11/24/2017 page13)