The market popularity of Feitian Maotai is rising, with the wholesale price per original box increasing to 1,730 yuan by 2026.

Sina Finance’s “Liquor Price Insider” Launches with a Bang: Know the True Market Prices of Famous Baijiu

The wholesale price of Feitian Maotai shows a strong rebound trend. The wholesale reference price disclosed by “Yi Maoshi Price” indicates that the recent 2026 Feitian Maotai original box prices have been rising for several days, with a report on April 2nd showing 1730 yuan per bottle.

Since the beginning of the year, the wholesale price of Feitian Maotai has experienced a wave of initial decline followed by a rise. At the start of this year, the wholesale prices for 2025 Feitian Maotai original boxes and bottles once dipped to 1505 yuan and 1490 yuan per bottle, respectively, hitting a temporary low point. Since the end of January, prices have clearly rebounded, and market enthusiasm has increased.

In early January this year, iMaotai officially launched sales of Feitian Maotai, with a rule set at a limit of 12 bottles per person per day (two boxes). As market enthusiasm continued to rise, the platform had to tighten restrictions further. Starting January 4th, the limit was changed to a total of 6 bottles per person per day, which could be ordered in multiple transactions.

On December 31, 2025, Kweichow Moutai announced that starting January 1, 2026, 53% vol 500ml Feitian Kweichow Moutai would be officially available on the “iMaotai” app, with the 2026 vintage Feitian Maotai priced at the official suggested retail price of 1499 yuan per bottle.

On the evening of March 30, Kweichow Moutai issued a notice stating that from March 31, the contract sale price of Feitian 53% vol 500ml Kweichow Moutai (2026) would be adjusted from 1169 yuan to 1269 yuan per bottle, and the retail price within the self-operated system would be adjusted from 1499 yuan to 1539 yuan per bottle.

It is understood that this is Kweichow Moutai’s first price increase in nearly two and a half years, attracting widespread market attention.

Kweichow Moutai stated that this price adjustment is expected to have a certain impact on the company’s operating performance. This price change comes nearly two and a half years after the last price increase announcement. On October 31, 2023, the company announced that starting November 1, 2023, the ex-factory prices of 53% vol Kweichow Moutai (Feitian, Wuxing) would be increased, with an average rise of about 20%, from 969 yuan to 1169 yuan per bottle.

In fact, since the ex-factory price was raised from 819 yuan to 969 yuan in January 2018, Moutai prices had remained unchanged for nearly six years.

Open Source Securities released a research report stating that the price increase effectively hedges the adjustment pressure on non-standard liquor, and current market prices stabilize around 1600 yuan. The guiding price remains below the actual market transaction price, not impacting core demand. Channel inventory is low, and distributor quotas are sold out, supporting the feasibility of price hikes.

Founder Securities believes that this price adjustment is linked to the price reductions of non-standard products in January and the implementation of consignment sales in March, promoting a shift from planned pricing to a “market-driven, relatively stable” dynamic pricing mechanism.

Guojin Securities pointed out that the recent price adjustment of Feitian Maotai reflects the company’s confidence in establishing a retail pricing dynamic adjustment mechanism within its self-operated system that “follows market trends and remains relatively stable.” The price increase itself indicates that the company’s “market-following” pricing mechanism has sufficient subjective control, and increased marketization will help raise the company’s valuation center.

Kweichow Moutai’s financial report shows that by the end of the first three quarters last year, the company achieved revenue of 128.45B yuan, a year-on-year increase of 6.36%; net profit attributable to the parent was 64.63B yuan, up 6.25%. In the third quarter alone, revenue reached 39.06B yuan, up 0.56%, and net profit attributable to the parent was 19.22B yuan, up 0.48%.

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Editor: Liu Wanli SF014