Ending a dispute over the trademark Laimou that has lingered for nearly a decade, leading Chinese liquor maker Moutai announced on March 15 that it had won the suit and warned any infringing competitors to cease using the label.

While the trademark registration will become effective on March 28, the timing of the announcement to coincide with Consumer Right Day is "worth pondering", industry insiders said.

The move indicates the company, a leading brand among luxury liquors, is paying more attention to low and medium-priced products and is likely to clear the market of existing identically-named liquor soon, they said.