Data compiled over the past 24 hours shows that on September 16, terminal retail prices for 11 major baijiu products in China were evenly split, with five rising, five falling, and one holding steady. However, the cumulative gains on the upside clearly outpaced the losses. Among the winners, Feitian Moutai rose 4 yuan to 1,798 yuan, rebounding after a previous day's pullback and matching its 30-day peak; Premium Moutai surged 8 yuan to 2,467 yuan, marking a third consecutive gain with a firmly rising price center; Wuliangye Puwu Eighth Generation jumped 10 yuan to 806 yuan, snapping a five-day losing streak and decisively crossing the 800-yuan threshold; Yanghe Dream Blue M6+ added 3 yuan to 611 yuan, reclaiming the prior day's losses while maintaining its recent range-bound trend; and Gujing Gong Gu 20 rose 3 yuan to 538 yuan, extending a four-day winning streak with steady climbs from its recent lows.
On the downside, Qinghua Fen 20 dipped 1 yuan to 398 yuan, ending a three-day rally as it failed to breach the 400-yuan mark; Guojiao 1573 fell 5 yuan to 872 yuan, posting a second consecutive decline and hitting a 30-day price low; Xijiu Junpin dropped 3 yuan to 633 yuan, with two straight days of retreats on weak volume; Qinghua Lang slid 4 yuan to 690 yuan, encountering technical resistance after two consecutive gains; and Shuijing Jian Nanchun inched down 1 yuan to 407 yuan, staying in a narrow consolidation range. On the flat side, Wuliangye 1618 held its terminal retail price at 831 yuan, with recent price action remaining stable and within its monthly high range.
Today's total terminal retail value across the 11 major products continued to climb. While the number of gainers and losers was balanced, the gains carried more weight, keeping the overall price structure in an upward trajectory. If one bottle of each of the 11 products were bundled and sold together, the combined price would be 10,037 yuan, up 14 yuan from yesterday and marking a nine-day high. The total has risen for three consecutive sessions, further consolidating the 10,000-yuan milestone.
Daily pricing data is sourced from approximately 200 collection points spread across major regions nationwide, including designated distributors, social dealers, e-commerce platforms, and retail outlets. The raw sample data reflects actual terminal retail transaction prices from the past 24 hours, aiming to provide objective, scientific, and fully traceable market price information for major baijiu products. With the official iMoutai platform launching 1,499 yuan per bottle for Feitian Moutai on New Year's Day (raised to 1,539 yuan on March 31, and further to 1,639 yuan on July 18), and 2,299 yuan per bottle for Premium Moutai on January 9 (raised to 2,359 yuan on May 16), this new sales channel has gradually exerted a magnetic pull on the terminal retail prices of both products. The daily price data follows a volume-weighted calculation rule, incorporating measurable price points into the terminal retail price calculations for these two products.
On the industry front, the National Bureau of Statistics released retail sales data for the first eight months of 2026 on September 15. Total retail sales of consumer goods reached 32.7569 trillion yuan, up 1.1% year-on-year. Against this backdrop of steady recovery in overall consumption, the tobacco and alcohol category charted its own course, with retail sales totaling 443.7 billion yuan in the January-August period, up 12.4% year-on-year. Looking at August alone, tobacco and alcohol retail sales hit 47.5 billion yuan, a 12.5% increase year-on-year. Some industry players may wonder why channel sentiment feels cold while tobacco and alcohol retail data keeps climbing. Analysts point to differences in statistical methodologies. The statistics bureau measures terminal consumer retail sales, reflecting actual demand from end consumers. In contrast, the pressure felt across the industry is concentrated in the distribution chain—from manufacturers to dealers and from dealers to stores. Simply put, the statistics capture what consumers actually pay for, while industry anxiety often stems from channel inventory buildup and the collapse of outdated models where manufacturers pushed stock onto dealers.
Access the price reference for real-time assessments and the latest distribution network data for Kweichow Moutai Co.,Ltd. and Wuliangye.
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