Chinese liquor maker Kweichow Moutai Co., Ltd. has just put another price cap on its fiery Chinese spirit baijiu, because of the approaching Spring Festival, a holiday that drives up liquor consumption.

On Jan. 8, the company announced a price cap of 1,499 RMB ($234) for the 500ml bottle of its classic Feitian 53 percent liquor. It was not the first time for the company to set a price limit for its products. The price cap has been placed twice, once in 2010 and once in 2017.

However, the price cap has done little to restrain the surging price of the drink, which has earned the title of “world’s most valuable liquor.”

An eight-point code to cut bureaucracy issued five years ago by the Central Committee of the Communist Party of China has resulted in a temporary fall of the liquor’s price. But it later started soaring again as the market kept growing.

Though its price has been rising continuously, it is not easy to find the drink.

According to an employee of a beverage store in Xi’an, northwestern China’s Shaanxi province, the market price of the drink may go up to 2,000 RMB, despite the price restriction.

Moutai is not merely a beverage these days, according to an insider. Some people purchase the liquor for collection, and some for speculation. Some even take the drink as security for loans, the insider added.