Moutai Unveils 'Year of Rooster' Liquor for Chinese New Year Tipplers, Collectors
Yicai Global
/SOURCE : Yicai
Moutai Unveils 'Year of Rooster' Liquor for Chinese New Year Tipplers, Collectors

(Yicai Global) Jan. 10 -- Kweichow Moutai Co. [SHA:600519] has launched its fourth Chinese zodiac liquor in preparation for the upcoming Spring Festival, targeting consumers and collectors during the liquor market's peak season.

Moutai, the 106-proof specialty drink, is sold in deluxe packages, each containing one ceramic bottle of liquor, Deputy General Manager Wang Chong Lin told Yicai Global. The label is 'engraved' on the bottle through decorative firing and a rooster painting by a Chinese master artist as well as an inscription are printed on the packaging.

"The value of Moutai liquor appreciates every year, and they're really worth collecting," said veteran connoisseur Xue Daqing.

Eight tons of the liquor were sold by 3 p.m. Jan. 6, the day of its launch, and sales totaled over CNY17 million (USD2.5 million). Alcohol sales in China during the lunar new year, which falls on Jan. 28 this year, account for about 30 percent of the full-year total.

Guizhou-based Kweichow Moutai released three similar products in the year of the horse (2014), the year of the ram (2015) and the year of the monkey (2016), and all sold well. Kweichow Moutai is one of the most expensive spirits available in China and has a more than 50 percent share of the high-end market.

"The market has warmly received the Chinese zodiac liquor since its launch in 2014," said Chen Jun, a Moutai distributor in Zunyi City in the southern province of Guizhou.

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