Chinese high-end liquor Moutai is targeting a place in the luxury list, according to multiple sources.

A recent Chinese luxuries report published by the World Luxury Association (WLA) and a luxury research center at the University of International Business and Economics puts Chinese liquor, or baijiu, as the most promising luxury brand, with Moutai and Wuliangye top of the list.

Largely and notoriously purchased for banquets misusing public funds in China, Maotai has witnessed a ten-fold price increase in the past decade from 200 yuan (per bottle) to the current 2,100 yuan. And there is no sign of this stopping at all.

Yuan Jinri, manager of a Chinese liquor store belonging to the Kweichow Moutai Group Co Ltd, revealed recently that the price of Moutai will exceed 5,000 yuan within three years, and is applying for a luxury qualification to international award agencies.

A WLA chief representative in China confirmed that it is in talks with the Moutai Group on its application. He said the WLA will publish a report on the world's top 100 luxury brands in January; and Moutai will appear in the spirit category.

However, Moutai Group keeps playing down its ambitions. When reached by the Beijing News on Thursday, staff in multiple departments inside the company said they had no idea of its plan of being regarded as a luxury.

Ji Keliang, former chairman of the group, declared in April that Moutai would not become a luxury brand.

Although Yuan Renguo took over the position in October, he is not expected to shift direction too soon, according to experts who, nevertheless, believe Moutai has met the standards of a luxury brand.

Zhao Yufei, deputy secretary general of the wine association in Changchun, said the regional production and tradition make Moutai unique enough to be a luxury.

"Moutai liquor is not Moutai liquor if it is not (produced) in the town of Moutai. The traditional process rules out the possibility of mass production."

But opinions on the liquor's qualification also vary in professional circles.

Zhou Ting, a researcher in luxury goods, thinks Moutai needs to deepen its cultural values and become an internationally recognized luxury brand - one that can bring people pleasure and provide an enjoyable experience.

Even talking about the price level, it is not upscale enough to be a luxury brand, according to Tang Qiao, Chairman of Wuliangye Group, another Chinese liquor producer in China.

He said the price and value of Chinese high-end liquors such as Moutai and Wuliangye is "far from the level (of a luxury brand)". Only worldwide brands of famous red wine valued at thousands of dollars or more count as luxury goods.

He also said Wuliangye has no plans for a price hike this year.