Liquor Price Insider March 28 Price Release: Moutai Series Prices Rise Again, White Liquor Terminal Prices Hit a One-Week High

Sina Finance’s “Liquor Price Reference” launches with a bang, providing real market prices for well-known spirits at your fingertips.

Sina Finance’s “Liquor Price Reference” has collected data over the past 24 hours showing that the average retail price of major Chinese liquor products has shown a recovery trend as of March 28. If each major product were sold in a bundled package, today’s total price would be 9936 yuan, an increase of 22 yuan from yesterday, reaching a new high in nearly a week. With the rise of most major products, the overall price is on an upward trend, and market performance has marginally improved.

Today, nine out of the eleven major liquor products saw price increases while two experienced declines. On the increase side, Qinghua Lang saw the largest rise, up 8 yuan/bottle, returning to a peak price level; Guojiao 1573 increased by 5 yuan/bottle, continuing its rise for four consecutive days; Gujing Gonggu 20 rose by 4 yuan/bottle; both premium Moutai and Wuliangye 1618 increased by 3 yuan/bottle; Yanghe Dream Blue M6+ rose by 2 yuan/bottle; and Feitian Moutai, Wuliangye Pu 58th generation, and Qinghua Fen 20 all saw a slight increase of 1 yuan/bottle. On the decline side, Xijiu Junpin fell by 4 yuan/bottle; and Shuijing Jian Nan Chun slightly adjusted down by 2 yuan/bottle.

The data for “Liquor Price Reference” is sourced daily from approximately 200 sampling points evenly distributed across the country, including but not limited to designated distributors of liquor companies, social distributors, e-commerce platforms, and retail outlets. The raw sampling data reflects the actual transaction final retail prices from the past 24 hours at each point, aiming to provide an objective, scientific, and fully traceable dataset regarding the market prices of well-known liquors. With the official iMoutai platform starting to sell Feitian Moutai at 1499 yuan/bottle on New Year’s Day and premium Moutai at 2299 yuan/bottle from January 9, the magnetic impact of this new channel on the average retail prices of these two products is gradually becoming evident. The prices published daily by “Liquor Price Reference” follow a calculation rule weighted by actual transaction volumes, and we have integrated quantifiable prices into the calculation of the final retail prices of the two liquor products.

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In terms of important research reports on the liquor industry, CICC pointed out that the number of participating companies and personnel at the 2026 Spring Sugar Conference will be less than in previous years, with leading companies like Kweichow Moutai and Laojiao canceling their hotel exhibitions, and Wuliangye and Fenjiu also canceling their distributor conferences. This phenomenon reflects a shift in the industry’s focus from channel traffic competition to C-end user operation and cultivation. Overall, the liquor sector is still in the process of bottoming out, with increased differentiation in sales, but wholesale prices have shown signs of stabilization, with Moutai stabilizing first and Wuliangye expected to follow suit. It is anticipated that 2026 will be a year of price stabilization. In the first half of 2026, attention should be focused on inventory reduction and channel profit recovery, with companies that adjust first likely to see marginal improvements in the second half; as we enter the second half, industry competition will gradually evolve towards the C-end, and consumer cultivation will become key to seizing opportunities in the next cycle. In terms of investment recommendations, the research report suggests that the liquor sector has returned to a bottom buying point, with Kweichow Moutai being the top recommendation, along with Wuliangye and Shanxi Fenjiu.

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Editor: Wei Zirong