Chinese premium liquor giant Kweichow Moutai is set to deepen its presence in the lifestyle and sports space through the third edition of the Moutai Singapore Ladies Masters, which tees off at Laguna National Golf Resort Club from June 12-14.
As title sponsor of the tournament, Moutai will feature prominently across selected hospitality and event touchpoints as part of efforts to elevate the women’s golf showcase into a premium lifestyle experience.
The event, which will welcome an increased prize purse of US$120,000 this year, is sanctioned by the Chinese Ladies Professional Golf (CLPG) Tour and continues to grow its international profile within the regional golf calendar.
The partnership with the Singapore Ladies Masters reflects the broader shifts in consumer behaviour, particularly the rising influence of women in the premium lifestyle and luxury consumption market, according to Shi Yunding, Director of Singapore Huashang Liquor — the largest authorised distributor of Moutai in Singapore.
“Traditionally, Moutai was perceived as part of a male-dominated consumer culture,” said Shi. “But women today are increasingly becoming strong supporters and consumers as well. Supporting the Singapore Ladies Masters reflects that evolution and allows us to engage a broader audience through sport and lifestyle experiences.”
Shi also drew parallels between golf and Moutai appreciation, noting that both revolve around patience, craftsmanship and the enjoyment of long-form experiences rather than instant gratification.
“Golf is not a sprint. You experience highs and lows over 18 holes before fully appreciating the game,” he said. “Drinking Moutai is similar — it is something to be savoured slowly and appreciated over time.”
Shi emphasised that while golf and Moutai are positioned as premium experiences, accessibility remains an important aspect of both.
“Golf today is increasingly accessible in Singapore. It is not about elitism, but about enjoying a premium experience. Moutai shares that same philosophy,” added Shi.
Singapore was also identified as a strategic launchpad for Moutai’s broader international ambitions due to the city-state’s global reputation, premium destination branding and strong sporting ecosystem.
“Singapore has strong international appeal and is associated with excellence,” said Shi. “The Singapore Ladies Masters is an ideal platform to bring the brand onto the global stage because of the diversity of players and the international reach of the tournament.”
Beyond the competition itself, the tournament’s gala dinner and hospitality programming are expected to reinforce its positioning as a sophisticated lifestyle event combining sport, luxury and networking.
Lyn Yeo, Founder of LLD Sports and promoter of the Singapore Ladies Masters, believes the partnership with Moutai reflects the growing commercial appeal of women’s golf in Asia, as the event has attracted increasing interest from corporate partners and lifestyle brands seeking engagement through experiential and hospitality-driven platforms.
“When the opportunity with Moutai came up, it felt like a natural fit straight away,” said Yeo. “Over the past few years, I’ve personally come to enjoy Moutai, and it has become something of a post-golf ritual among friends after a round.”
Among the headline players in the 108-player field this year are three-time CLPGA winner Ying Xu, rising rookie professional Ren Yijia, who arrives fresh from victory at the LI-NING 1990 China Golf Women’s Legacy, consistent contender Zhou Shiyuan, and 18-year-old Order of Merit leader Wang Zixuan.
The local charge will feature Anne Fernandez, an undergraduate at Auburn University, who has produced several creditable displays in her sophomore year in the National Collegiate Athletic Association (NCAA) Division I circuit.
The 20-year-old will be joined by fellow Singaporean and college golfer Athena Ni (Washington State University), as well as college golf-bound players Guo Junxi (Boston College) and Tatiana Ang (Boston University).
Beyond the on-course action, the tournament continues its mission to grow women’s golf by providing promising amateurs from across the Asia-Pacific region with an opportunity to compete alongside professionals and gain valuable international exposure.
As more CLPGA players continue progressing onto the LPGA Tour, the Moutai Singapore Ladies Masters also offers audiences an early glimpse at the next generation of global women’s golf stars.
