Xin Lang Cai Jing·2025-07-18 02:51Core Viewpoint - The global liquor stocks have experienced significant declines over the past three years, with high valuations and changing consumer preferences contributing to the downturn [7][9]. Group 1: Valuation Issues - Liquor companies were previously overvalued, with Chinese liquor leaders (e.g., Kweichow Moutai, Wuliangye) reaching price-to-earnings (PE) ratios of 40-70 times, significantly above the reasonable level of 15 times. Similarly, major Western liquor companies (e.g., Diageo, Pernod Ricard) had PE ratios of 40-50 times. The Federal Reserve's interest rate hikes and foreign capital withdrawal from emerging markets led to a substantial sell-off of high-valuation consumer stocks, including liquor, resulting in current PE ratios dropping to 10-20 times, with some companies seeing stock price declines of over 70-80% [7][9]. Group 2: Changing Consumer Trends - Post-pandemic, consumers are increasingly favoring low-alcohol beverages (e.g., beer, non-alcoholic drinks), leading to a decline in demand for high-end spirits (e.g., Moutai, whiskey), which are now viewed as "unhealthy" choices. The younger generation is drinking less, and liquor consumption has stagnated in certain countries (e.g., Japan, Western nations) [7]. Group 3: Weakening Luxury Status - Previously, high-end spirits (e.g., Moutai, Hennessy) were considered "social currency." However, during economic downturns, consumers are less inclined to maintain appearances, leading to a reduction in the perceived luxury status of these products [7].