Kweichow Moutai Rabbit Zodiac Liquor is Priced at CNY 2499 Per Bottle

Consumer Staples Author: Yiran Xing Jan 06, 2023 09:07 PM (GMT+8)

Moutai is a major carrier of Chinese business consumption, rich in social attributes and collection attributes.

Kweichow Moutai

Kweichow Moutai Co.,Ltd. (Chinese:贵州茅台酒股份有限公司, SH:600519), China's top liquor producer, launched a special edition of its famous Moutai liquor to celebrate the Year of the Rabbit yesterday.

The Chinese Lunar New Year, also known as the Spring Festival, falls on Jan. 22 this year in the Western calendar. This year's celebration will end the Year of the Tiger and usher in the Year of the Rabbit.

The Rabbit comes 4th in the 12-animal rotation used by the Chinese to represent the year, other zodiac animals include the rooster, dog, pig, rat, ox, tiger, dragon, snake, horse, goat and monkey.

The liquor, priced at CNY 2,499 per bottle, is only available for purchase online. Each customer is limited to one bottle.

Moutai started selling liquor commemorating the zodiac year in 2014, which proved quite popular in the market.In fact, in the past year, the prices of other Moutai Zodiac wine terminals have also been rising.

Moutai is a sorghum-based spirit produced by Kweichow Moutai Co. Ltd. and is China's top brand of baijiu (white alcohol). The liquor, often served on official occasions and at state banquets, is considered a luxury item that has long been a popular gift.

Moutai is a major carrier of Chinese business consumption, rich in social attributes and collection attributes. The Chinese zodiac wine is the carrier of Maotai’s cultural and creative route. It has a commemorative significance and has a limited circulation. It can better reflect this social and collection attribute, and the high price is normal.