Moutai raises Feitian price to 1,766 yuan, sixth increase this year

The sixth increase in under a year underscores Moutai's aggressive pricing strategy amid a luxury consumer slowdown, signaling confidence in brand pricing power despite broader demand concerns. The one-month gap between hikes suggests a deliberate, steady cadence rather than reactive adjustments, which may test retail tolerance. Sufficient supply reported at stores indicates the move is supply-chain driven, not scarcity-based, making consumer absorption the key metric. Whether this pace continues into year-end, and how secondary-market prices respond, are the immediate signals to monitor.