The Economic Times

Climbing down the Moutai: Is the prestigious Moutai brand crumbling under China's anti-extravagance campaign and economic turmoil?

Moutai, a prominent baijiu brand in China, has experienced significant fluctuations in demand and prices. The brand's popularity is affected by economic changes and government regulations aimed at curbing extravagance. After a golden age, Moutai faced declining profits and revenue for the first time in decades. Many distilleries deregistered recently, indicating a broader market struggle within the sector.