Alcohol Price Insider March 24 Price Release: Liquor Retail Prices Slightly Decline

Sina Finance’s “Alcohol Price Reference” collected data in the past 24 hours showing that the average retail price of major Chinese liquor products slightly declined overall on March 24. If we pack one bottle of each major product for sale, the total price today is 9,913 yuan, down 18 yuan from yesterday. Market trading continues to show a stable trend, with terminal quotes exhibiting differentiated movements.

Today’s liquor market sees mixed price changes among major products, with 11 major items experiencing four increases, five decreases, and two remaining unchanged. On the rise, the price of Moutai Flying Heaven from Guizhou increased by 5 yuan/bottle, with the channel price slightly moving up and trading volume increasing slightly; Boutique Moutai rose by 3 yuan/bottle, with the price center moving to a nearly one-month high; Yanghe Dream Blue M6+ and Gujinggong Ancient 20 both increased slightly by 1 yuan/bottle. On the decline, Guojiao 1573 saw the largest drop, falling by 9 yuan/bottle; Qinghualang decreased by 8 yuan/bottle; Qinghua Fen 20 and Xijiu Junpin both dropped by 4 yuan/bottle; Wuliangye 1618 fell by 3 yuan/bottle. Wuliangye Pu 58th generation and Crystal Jianshan Spring maintained price stability.

The data source for “Alcohol Price Reference” is reasonably distributed across about 200 collection points nationwide, including but not limited to designated distributors of liquor companies, social distributors, e-commerce platforms, and retail outlets. The raw sampling data reflects the true transaction terminal retail prices handled at each point over the past 24 hours, aiming to provide all sectors with objective, scientific, and fully traceable data on the market prices of well-known liquors. With the New Year’s official i-Moutai platform starting to sell Moutai Flying Heaven at 1,499 yuan/bottle and Boutique Moutai at 2,299 yuan/bottle from January 9, this new channel’s magnetic influence on the average terminal retail prices of the two products is gradually becoming evident. The daily alcohol prices published by “Alcohol Price Reference” follow a weighted calculation rule based on actual transaction volumes, and we have incorporated measurable prices into the calculation of the terminal retail prices for the two liquor types.

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In terms of significant news in the liquor industry, during the 2026 Chengdu Spring Sugar and Wine Festival hotel exhibition, Huaxia Times conducted consecutive on-site visits from March 21 to 22. Leading liquor companies like Moutai, Wuliangye, and Yanghe Co., Ltd. collectively withdrew from the traditional hotel exhibition segment this year, not continuing the previous on-site recruitment model, which has drawn industry attention. Industry insiders believe that the channel systems of leading companies have matured, coupled with cost and efficiency considerations, leading to a decline in the attractiveness of hotel exhibitions. This move marks the gradual weakening of the liquor growth model that relied on channel expansion and inventory pressure. At the same time, liquor companies are accelerating their transformation toward the consumer end by strengthening brand operations and consumer scenario layouts, pushing the industry from a channel-driven to a demand-driven model, entering a new stage of structural adjustment and development logic reshaping in the Chinese liquor industry. This year’s national sugar and liquor conference is the 114th, a historic event that began in 1955, held twice a year in spring and autumn, with the spring session fixed in Chengdu.

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Editor: Li Ang