On December 13, multiple Kweichow Moutai distributors revealed that the company has introduced measures to control supply, targeting both short-term relief for dealers and long-term structural reforms to stabilize terminal prices and ease channel pressure.
In the short term, Kweichow Moutai will suspend all product shipments (excluding prepaid orders) to distributors from December 2025 until January 1, 2026, with plans to resume supply at an appropriate time. Industry analysts suggest this move aims to alleviate year-end financial pressure on distributors, preventing panic selling triggered by loan repayments or new payment obligations, thereby stabilizing and boosting Feitian Moutai’s retail prices.
For long-term structural adjustments, Kweichow Moutai plans to significantly reduce quotas for non-standard products in 2026, cutting supply of items that strain distributor profitability. Specific measures include: - 30% reduction in 15-Year Moutai quota, - 30% cut in 1-liter Feitian Moutai allocation, - 50% slash in Zodiac-themed Moutai supply, - Complete halt of Colored Glaze Premium Moutai shipments.
As of press time, Kweichow Moutai has not responded to requests for confirmation on these adjustments.
The policy shift has already impacted prices. On December 13, Feitian Moutai prices rebounded: - The wholesale reference price for 53° 500ml boxed Feitian Moutai rose by CNY 25 to CNY 1,520/bottle, - Loose bottles of the same specification increased by CNY 20 to CNY 1,500/bottle.
Retailers like Liangyu Jiuyin in Zhengzhou reported higher prices: - Boxed 2025 53° 500ml Feitian Moutai climbed by CNY 15 to CNY 1,568/bottle, - Loose bottles rose by CNY 12 to CNY 1,553/bottle.
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