Data collected over the past 24 hours by the "Liquor Price Insider" indicates that the average terminal retail prices for major Chinese baijiu products saw a significant overall rebound on May 14th. If one bottle of each major product were bundled for sale, the total price today would be 9,961 yuan, an increase of 10 yuan from yesterday, reaching the highest point in nearly half a month. The market rose after ending three consecutive days of high-level consolidation, with trading sentiment at the terminal heating up. Core leading products from the Moutai series saw gains across the board, while the divergence in price movements among key single products remained pronounced.
Among the 11 major baijiu products tracked today, five rose, five fell, and one remained flat, showing a balanced structure of gains and losses. On the upside, Feitian Moutai led the gains with a strong increase of 15 yuan per bottle, achieving a three-day winning streak and rebounding sharply to 1,745 yuan. Premium Moutai rose by 5 yuan per bottle. Gujing Gongjiu's Gu 20 increased by 7 yuan per bottle, setting a new record for its highest price in nearly a month. Guojiao 1573 rose by 2 yuan per bottle, marking a five-day winning streak and also reaching its highest price in nearly a month. Yanghe's Dream Blue M6+ climbed by 1 yuan per bottle, reaching the second-highest price level for the month. On the downside, Qinghua Lang led the declines, falling by 7 yuan per bottle and once again dropping below the 700 yuan threshold. Xijiu Junpin decreased by 6 yuan per bottle; amid a three-day losing streak, its price quickly fell to the lowest level in nearly a month. Wuliangye's Pu Wu Eighth Generation dropped by 5 yuan per bottle, encountering significant resistance near the 830 yuan level. Both Wuliangye 1618 and Qinghua Fen 20 declined by 1 yuan per bottle. The price of Crystal Jiannanchun remained unchanged from the previous period.
The daily data for "Liquor Price Insider" is sourced from approximately 200 collection points reasonably distributed across major regions nationwide. These points include, but are not limited to, designated distributors by liquor companies, independent social distributors, e-commerce platforms, and retail outlets. The raw sampling data consists of the actual transacted terminal retail prices from these points over the past 24 hours, striving to provide objective, scientific, and fully traceable data on the market prices of well-known baijiu for all stakeholders. Following the official launch of the iMoutai platform's sale of Feitian Moutai at 1,499 yuan per bottle (adjusted to 1,539 yuan per bottle on March 31st) and the sale of Premium Moutai at 2,299 yuan per bottle starting January 9th, the magnetic influence of this new sales channel on the average terminal retail prices of these two products has gradually become apparent. The daily liquor prices released by "Liquor Price Insider" adhere to a calculation rule weighted by actual transaction volumes, and we have incorporated verifiable price data into the calculation of the terminal retail prices for these two products.
In other significant news for the baijiu industry, on May 10th, the results of the "2026 Chinese Brands Favored by Foreigners" selection were officially announced at the "2026 China Brand Day Evening Gala." Having been held for five sessions, this event has cumulatively attracted consumers from over 200 countries and regions worldwide, becoming an important window to showcase the strength of Chinese brands to the world. Fifty brands, including Moutai, were successfully selected based on intelligent innovation and deep localization efforts, fully demonstrating the growing recognition and competitiveness of Chinese brands in the international market. As a consumer goods category with relatively high cultural barriers, the globalization of China's liquor industry is transitioning from product export to cultural resonance. As a leader in the "going global" movement for Chinese baijiu, Kweichow Moutai has established a mature overseas distribution network and dozens of cultural experience centers in multiple countries and regions worldwide. Through immersive experiences such as tasting events, cultural salons, and holiday marketing, it continuously lowers the cognitive threshold for overseas consumers and enhances cultural identification with the brand. From "products going out" to "culture going in," Kweichow Moutai is forging a new path for brand globalization centered on the export of baijiu culture.
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