London’s auction Sotheby’s has announced that is sold a case of 24 bottles of Moutai for $1.4 million (around £1 million).

This was five times more than what was expected and the highest price ever paid at auction for a single lot of Moutai outside of China, according to Sotheby’s. Fourteen bidders were involved in the auction. Sotheby’s did not give the winning bidder’s name except to say that they were an Asian collector.

The lot included 24 bottles of 1974 “Sun Flower” Kweichow Moutai housed within an original wooden case. The case was sealed shut with the original nails from when it was first shipped. The shipping crate is stenciled with Kweichow Moutai’s branding and inside contains 24 individual compartments within which each of the 24 bottles are housed, Italian tax strip labels over capsules, general wear to bottles

“Sun Flower” Moutai holds a unique place not just in Moutai distillery’s history, but also in that of China’s. The “Sun Flower” replaced “Flying Fairy” for the export branding during the cultural revolution. The “Flying Fairy” logo, originating from the Maogao cave drawings in Dunhuang, was categorized as one of the “four olds” and thus, deemed inappropriate to be continued to be featured on Moutai bottles. 

“Sun Flower” Moutai was first introduced in 1969, with the last batch coming out into the market around 1983. According to official records, 1974’s production for the export market is only 36.2 tons, compared with its total production of 664.5 tons, which makes it highly sought after.

Moutai comes at 53% ABV and the taste has been described as like you are drinking “fire”. It is a staple at Chinese state banquets and business events.

Photo credit: Sotheby’s