Data collected over the past 24 hours by the Liquor Price Index shows that the average retail prices of ten major Chinese liquor products displayed a mixed performance on February 21. If one bottle of each of the ten products were sold as a bundle, the total price would be 9,251 yuan, an increase of 20 yuan from the previous day, marking the highest level in three months. The market remains supported by rotational movements among different varieties, continuing a pattern of structural divergence with steady, modest gains.
Among the ten products, six saw price increases, three declined, and one remained unchanged. On the upside, Qinghua Lang showed the strongest performance, rising by 8 yuan per bottle and extending its gains for five consecutive sessions. Qinghua Fen 20 increased by 7 yuan per bottle, Premium Moutai rose by 6 yuan, Crystal Jiannanchun climbed by 4 yuan, while Xijiu Junpin and Gujiao 1573 both advanced by 2 yuan per bottle. On the downside, Feitian Moutai and Yanghe Dream Blue M6+ both fell by 4 yuan per bottle, and Gujing Gongjiu Gu 20 dipped slightly by 1 yuan. Wuliangye普五八代 held steady, showing stable momentum.
The daily data from the Liquor Price Index is sourced from approximately 200 collection points distributed across major regions nationwide, including authorized distributors, independent dealers, e-commerce platforms, and retail outlets. The raw data reflects actual transaction prices over the past 24 hours, aiming to provide objective, accurate, and traceable market pricing information for well-known liquors. Since the official iMoutai platform began selling Feitian Moutai at 1,499 yuan per bottle around New Year’s Day and Premium Moutai at 2,299 yuan starting January 9, the influence of these new channels on average retail prices has become increasingly apparent. The Liquor Price Index applies volume-weighted calculations and has gradually incorporated verifiable transaction data into the pricing of Feitian Moutai and Premium Moutai.
In other liquor industry news, a public account focused on Moutai research launched an anonymous survey on Moutai consumption during family reunion dinners. The survey noted that iMoutai’s listing of 2026 vintage Moutai at 1,499 yuan in January has made the brand more accessible to general consumers, while some former consumers have shifted to other brands or reduced drinking due to habit or economic factors. Comparing this year’s reunion dinner with last year’s, the survey received over 1,700 responses: 43.85% of participants reported drinking Moutai this year when they did not last year, a clear majority. Meanwhile, 5.56% reported less consumption than last year, 20.26% reported the same level, and 30.33% indicated they did not drink Moutai or any alcohol this year.
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