Holiday season gives Moutai cheer

Kweichow Moutai Co, the best-known high-end Chinese liquor, has witnessed rising demand and a supply shortage in the weeks leading up to Mid-Autumn Lantern Festival and the National Day holiday.

With more people ordering Moutai for family dinners and banquets, retailers said they are experiencing a shortage, and expect a further jump in business with the arrival of the festival.

A 500 ml bottle of Moutai's classic Feitian 53 percent liquor has been selling for as much as 1,299 yuan ($195) on JD.com, one of China's leading online shopping platforms. Consumers need to click the "rush to purchase" button as the stock is tight, and each account can only purchase one bottle at this price.