Wholesale prices for Kweichow Moutai’s liquor also continued to fall this year during the peak sales season, as continued weak demand prompted the company to repurchase shares for the first time in its history.

Kweichow Moutai's flagship Feitian Moutai has been falling this year, with wholesale prices for original packaging, 2024 vintage, down 20% since January, Bloomberg reported on Monday (September 23, 2024). The price of the variety fell to 2,365 yuan on Monday from 2,580 yuan (RMB) less than two weeks ago (before the Mid-Autumn Festival), according to liquor price tracking website Today's Wine Price.

As usual, it is the eve of China's National Day, which is the traditional peak season for Moutai demand. The low prices at this time reflect the weakening desire of consumers to buy gifts and low consumer confidence as China's economic uncertainty deepens.