# Distribution Reform

The Spirit of Control: Kweichow Moutai Reclaims Its Pricing Power Amid Market Deflation

Kweichow Moutai has implemented its first synchronized ex-factory and retail price hike in eight years, signaling a major strategic shift toward direct-to-terminal sales. The move aims to stabilize the brand's perceived scarcity and protect the broader luxury spirits market from a deflationary spiral.