The profound history and special position of Moutai baijiu determine that Moutai must establish "high quality" as positioning and purpose. Moutai is dedicated to providing high-quality products, services, and culture to customers, creating a high-quality life for employees, offering generous returns to shareholders, striving to become the most trusted partner for all stakeholders, adhering to a culture of responsibility of “Big Name, Big Responsibility”, and shaping a respectable image as a corporate citizen in society.

Guided by international advanced standards, Moutai aims to become an international enterprise with a scientific development philosophy, continuous innovation vitality, excellent corporate culture, a strong sense of social responsibility, and a first-class brand through group-based operations, intensive development, meticulous management, and standardised construction.

The "Aromatic Product" encompasses the main business characteristics and quality value of Moutai. The "Persistent Integrity" embodies Moutai's practice of the organisational requirements of Party conduct, government ethics, and the industry style. The "Harmonious Community" represents the fundamental vision of harmonious coexistence between Moutai's internal and external stakeholders. Moutai relies on "Aromatic Product" for survival, "Persistent Integrity" for continuous growth, and "Harmonious Community" for a stronger and better Moutai, continuously pushing Moutai to exceed limitations, promote greatness, and innovate for the future.

From the perspective of patriotism, the spirit of "loving Moutai, striving for national glory" closely links the interests of individuals, enterprises, and our nation. "Loving Moutai" means that employees of the Group should be loyal, devoted, dedicated, and excellent; while "striving for national glory" requires employees to maintain the spirit of the gold medal at the Panama Pacific International Exposition in 1915 and boost national confidence. Based on their duties, Moutai Group's employees expand, strengthen, perpetuate, and optimise Moutai's business to create higher value for our nation and society.

Moutai always sticks to the traditional process, upholds the fundamental principle that quality is the soul of life, and adheres to the principle that Moutai baijiu will not be sold in the market if the period from production to finished products is less than five years. Moutai upholds the quality principles of "Four Compliances": specifically, in case of a contradiction between output and quality, quality is over output, in case of a contradiction between cost and quality, quality is over cost, in case of a contradiction between benefits and quality, quality is over benefits, and in case of a contradiction between speed and quality, quality is over speed.