# China consumer market

Moutai’s Zodiac Reset: Horse-Year Release Marks End of Speculative Boom and a Return to Consumption

Moutai’s Horse-year zodiac release cooled quickly as the company deliberately tightened distribution and pricing, shrinking speculative premiums and redirecting the series toward consumption and collecting. The dual-version product design and timed releases aim to broaden access while protecting scarcity, but channel delays and cautious sentiment mean short-term risks remain.