NEWS
KWEICHOW MOUTAI LAUNCHED 3 YEAR OF THE HORSE LIMITED EDITIONS
By Staff Reporter
13-1-2026
Source: Kweichow Moutai
As Year of the Horse approaches, Chinese baijiu distiller Kweichow Moutai has released a limited promotional line of its commemorating the occasion as it seeks to bounce back from a prolonged sales slump – a marketing strategy being adopted by several brands in China as they look to give their revenues a festive boost.
Moutai has launched three limited Year of the Horse editions priced between RMB1,899 and 3,789 (USD272 to USD542) a bottle.
The company said all varieties sold out shortly after going on sale. Speculators have since been offering to buy the entry-level bottle for around RMB3,000, while on social media platforms such as RedNote, resale prices for the most expensive offering have climbed to around RMB8,000.
Moutai rolled out its first zodiac-themed product in 2014, also the Year of the Horse. Bottles were priced at RMB849, with production limited to 350 tonnes (385.8 short tons), and later traded for around RMB20,000 on the secondary market.
However, last year’s Year of the Snake bottles, priced from RMB2,499 yuan, saw far more muted demand, with resale prices only modestly higher.
The horse is the seventh animal in the 12-year cycle of the Chinese zodiac and is considered a symbol of vitality, energy, perseverance and success – qualities Moutai may be looking to emulate after a drop in sales.
Revenue and net profit growth slowed to about 6 percent year on year in the first three quarters of 2025, the weakest pace in nearly a decade, with third-quarter growth hovering around 0.5 percent.
Prices for its flagship Flying Fairy line, which peaked at about RMB3,400 a bottle in 2021, have fallen below RMB1,500 yuan amid a property downturn, subdued banquet spending and shifting consumer preferences.
Formerly a ubiquitous status symbol at weddings, business dinners and state functions, liquor from the state-backed giant became an investment-grade collectible during the boom years. At its peak, the company recorded a nearly USD506 billion market capitalisation in early 2021.
Moutai is not alone in trying to reap the benefits of some festive cheer, with at least 11 domestic liquor brands – along with global names such as Hennessy, Johnnie Walker and Don Julio 1942 – having rolled out Year of the Horse releases ahead of celebrations for the next Chinese New Year.
(the writer can be contacted at: info@thewinechronicle.com)
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