Chinese premium baijiu liquor faces fall in resale demand

Kweichow Moutai, whose market cap once topped Toyota's, loses top spot in China

20240724 baiju

According to a China-based research specialist Hurun Research Institute, Kweichow Moutai ranked as China's most valuable brand for six straight years through 2023. (Photo by Kohei Fujimura)

KOHEI FUJIMURA, Nikkei staff writer

DALIAN, China -- Kweichow Moutai, a Guizhou-based distiller of baijiu Chinese-style liquor is wrestling with falling demand for resale of its high-end product.

The price of its flagship premium baijiu collapsed around the spring, causing investors to become concerned about the company's future and begin dumping its shares. As a result, Kweichow Moutai lost its crown as the most valuable company listed in mainland China by market value. Although the decline in the price of the liquor is expected to be temporary, it is attracting attention as a symbol of China's stagnant economy.

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