On January 6, Kweichow Moutai Co.,Ltd. (Bingwu Horse Year) (hereinafter referred to as "Horse Moutai") officially went on sale. "Horse Moutai" continues the "date wine" sales method previously used for the Snake Year Zodiac Moutai. Starting from 9:00 AM daily on January 6, consumers can purchase the classic edition and gift box edition of "Horse Moutai" on the "i Moutai" app, with the option to choose a random or self-selected production date. In October 2025, Moutai first trialed the "date wine" concept for the 53% vol 500ml Kweichow Moutai (Yisi Snake Year) on the "i Moutai" app, allowing consumers to directly select their preferred production date without a reservation lottery. Bai Jiu expert Xiao Zhuqing previously analyzed that the essence of date wine is packaging "time" as a tradable luxury, using pre-sales of future dates to bind consumers' emotional memories, which can both create performance growth for Kweichow Moutai Co.,Ltd. and create new scenarios for the brand's premium pricing. The "Horse Moutai" continues the "date wine" strategy from its launch: purchasing products by "self-selecting the production date" allows buyers to choose either existing stock with "past dates" or pre-order products with "future dates." Currently, selectable production dates range from January 1, 2026, to February 28, 2026. Furthermore, the Zhenxiang Edition will only be released on important brand days such as "May 19" and "November 29" on the i Moutai app throughout the year. The first sales event has concluded, and the next release will be announced in advance. At the distributor conference held late last year, Moutai set the tone for a "comprehensive market-oriented transformation." Positioning the zodiac series as the "waist of the pyramid" in its product strategy, the company proposed stimulating both consumer and collector demand for zodiac baijiu. Industry analysis suggests that the cultural expression and market release of the Moutai zodiac series reflect the company's strategic thinking in transitioning these products from "collectibles" to "consumable cultural carriers." Notably, premium quotes for "Horse Moutai" appeared on some platforms this morning. The classic edition is generally quoted around 2,000 yuan per bottle, the Zhenxiang Edition at approximately 3,000 yuan per bottle, while the gift box edition quotes range from 4,000 to 4,500 yuan per box, with some even reaching 15,988 yuan per box. However, no actual transactions have been concluded at these quoted prices yet.
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