Kweichow Moutai Rules Out Further 2026 Supply for Moutai 1935; Channel Contracts Near 80%
At its 2026 semi-annual results briefing on August 21, Kweichow Moutai said it will not allocate additional market supply for Moutai 1935 this year, citing annual supply volumes and the need for a healthy, stable market. Director Wang Li, who is performing general manager duties, confirmed that channel distributor contracts for Moutai 1935 are nearly 80 percent executed, with sound terminal sell-through and channel inventory within a healthy range. The company will deploy remaining planned volume flexibly, adjust market policies, raise end-consumer marketing spending, scrap distributor incentives for sales below contract prices, and tighten expense reviews to prevent violations such as fund misappropriation.
On August 21, Kweichow Moutai held its 2026 semi-annual results briefing. Director Wang Li, who is performing the duties of general manager, said that in light of annual supply volumes and the goal of healthy, stable market development, no additional market supply will be allocated for Moutai 1935 in 2026. To date, channel distributor contract execution for Moutai 1935 is nearly 80 percent, terminal sell-through is sound, and channel inventory remains within a healthy range.
Going forward, the company will deploy the remaining planned volume judiciously in line with market conditions, adjust Moutai 1935 market policies accordingly, and increase marketing investment directed at end consumers. It will also cancel distributor sales incentive policies for transactions below contract prices, while strengthening expense reviews to prevent violations such as misappropriation of expense funds.
Why this event matters
The event has a measured impact on 1 industry. The strongest current signal is mixed for Alcoholic Beverages, with intensity 60/100 and 80% confidence over a short term horizon.
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