Moutai has raised its prices again. It feels like sales during the second quarter’s off-season matched those of a peak season. Everyone says no one drinks Moutai anymore. But it’s not that people have stopped drinking it— it’s just that Moutai has always been consumed by only a tiny minority. China has a population of 1.3 billion. 1.2 billion people think no one drinks Moutai anymore, yet the price increase indicates the company is facing supply shortages. Turns out, in the first half of the year, when tech companies closed deals, everyone was gifting and drinking Moutai. The endgame of technology is baijiu. Baijiu is finally shaking off its downward pull and rebounding. Though this is only an early signal, it’s still good news.
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