Third-quarter results across our premium baijiu coverage diverged. Kweichow Moutai returned to growth, with net profit rising 4% year on year, while Luzhou Laojiao's earnings deteriorated further as net profit plunged 57%.
Kweichow Moutai’s iconic status in Chinese drinking culture is extremely difficult for its competitors to duplicate, giving it strong pricing power, the benefits of which are reflected in its industry-leading profitability.
Bears
China's anticorruption campaign could add pressure to Moutai’s revenue growth.
Kweichow Moutai is China’s largest baijiu producer, with sales revenue of over CNY 170 billion in 2024. Established in 1951, Moutai is headquartered in Moutai Town, Renhuai City, Guizhou province, in southwest China. Its core product, 53-degree Feitian Moutai, is known as China’s national drink and has been consumed during many high-profile historical and political events. Moutai’s unparalleled brand strength and premium product quality have led to remarkable pricing power, allowing it to achieve the industry's highest retail prices and profit margins. The State-owned Assets Supervision and Administration Commission of Guizhou province, through Moutai Group, controls a 49% stake in Kweichow Moutai.