"What About Those Who Paid 220,000 Won?"... Chinese Maotai Faces Major Setback and Plummeting Prices

Controversy Over False Indication of Origin Leads to Price Plunge

Manufacturer’s Address on Social Media Differs from Actual Location

"Premium Image Damaged"

Maotai 1935, a flagship liquor from the Maotai series in Guizhou Province and one of China's most renowned spirits, has become embroiled in a controversy over its origin.

According to China Radio International on June 16, suspicions have recently arisen on social media platforms regarding the address of the manufacturer listed on the Maotai 1935 box, with claims that it differs from the actual location, sparking debate.

Maotai Liquor from Guizhou Province. Baidu, China.

Reports state that the actual address of the manufacturer is not the same as the one printed on the box. When searching for the listed manufacturer, a different address appears, not the one stated on the packaging. In response to the controversy, Guizhou Maotai issued an official statement citing China’s national food safety standards, asserting that there is no legal issue. The company explained that the manufacturer listed on the box is a branch of Guizhou Maotai, so there is no problem, and stressed that the main office assumes full responsibility for the product.

Regarding the controversy over the indication of origin, the company clarified that “there is no issue as the location indicated is where the final blending was done, even if raw liquor was blended from other regions.” They stated that listing the specific region encompasses the production, blending, and packaging areas, which is a legally compliant practice. The company added that the label change was made to comply with the new food labeling supervision and management regulations set to take effect in March next year.

Launched in 2022, Maotai 1935 has established itself as a popular product in the Maotai series and was responsible for around 30% sales growth. However, amid the recent downturn in the liquor market, Maotai 1935 has also been unable to avoid sluggish performance. According to China Radio International, the wholesale price of Maotai 1935, which once fetched 1,000 yuan (about 220,000 won) per bottle, was 580 yuan (about 130,000 won) per bottle as of June 16. On e-commerce platforms, the price is below 700 yuan (150,000 won).

An industry insider commented, "Regardless of legality, the mere fact that base liquor produced outside the core origin has been blended damages the premium image. The industry is already in a slump due to shrinking demand and collapsing prices, and if the origin controversy is not resolved, the decline could accelerate further."

Recently, China's Baijiu (traditional Chinese liquor) market has been experiencing daily sharp declines due to a downturn in the country's liquor industry. According to data from the National Bureau of Statistics of China, as of 2025, Baijiu output from enterprises above a designated size was 3.549 million kiloliters, a 12.1% decrease compared to the same period the previous year. Compared to the peak of 13.584 million kiloliters in 2016, cumulative production has fallen by more than 74%. This downward trend in production is expected to continue this year. According to statistics released by the National Bureau of Statistics, from January to April this year, cumulative Baijiu production (65-proof, commercial grade) nationwide for enterprises above a designated size was 1.198 million kiloliters, a 2.8% decrease year-on-year.

Experts point to continued oversupply amid volatile demand, which has eroded price competitiveness, as the main reason for the industry’s slump. As generations have changed, Maotai liquor has lost its footing in the market. With younger Chinese consumers now mainly purchasing milk tea, fruit juice, non-alcoholic beverages, and beer, weak Maotai sales are seen as an inevitable outcome.

This content was produced with the assistance of AI translation services.