Kweichow Moutai Raises Feitian Price to 1,719 Yuan at Self-Operated Stores, Forming Dual Pricing

Kweichow Moutai's self-operated stores have raised the retail price of Feitian Moutai to RMB 1,719 per bottle, RMB 80 higher than the price of RMB 1,639 per bottle on the iMoutai platform. Staff at self-operated stores in Beijing, Shanghai, Anhui, Sichuan, Guizhou and other regions confirmed that the price has been in effect for about a week, but no stock is currently available at the stores, as inventory has been allocated to the iMoutai platform. Individual consumers still need to purchase through the iMoutai APP. Apart from Feitian Moutai, prices for products such as kilogram Moutai and premium Moutai at some offline self-operated stores remain consistent with iMoutai, and certain stock is available.

The price adjustment follows an announcement by Kweichow Moutai on July 17, 2026, stating that from July 18, 2026, the retail price of Feitian Moutai on the iMoutai platform would be adjusted from RMB 1,539 to RMB 1,639 per bottle, and the contract price from RMB 1,269 to RMB 1,369 per bottle. A previous announcement on March 30, 2026, had adjusted the self-operated retail price from RMB 1,499 to RMB 1,539 per bottle and the contract price from RMB 1,169 to RMB 1,269 per bottle. The difference in wording between the two announcements, from "self-operated retail price" to "iMoutai retail price," laid the groundwork for independent pricing at offline self-operated stores, thus forming a dual-price system for online and offline channels.

In terms of wholesale prices, third-party platform data showed that on July 28, 2026, a case of 2026 Feitian Moutai (53 degrees, 500 ml) was quoted at RMB 1,705 per bottle, and loose bottles at RMB 1,685 per bottle, both up RMB 5 from the previous day. For 2025 Feitian Moutai, a case was quoted at RMB 1,775 per bottle, and loose bottles at RMB 1,730 per bottle, both up RMB 10 from the previous day. On July 27, the market wholesale price was stable at around RMB 1,700 per bottle. A Moutai distributor in Chengdu quoted a case price of about RMB 1,760 per bottle, while a large liquor chain quoted RMB 1,800 per bottle for loose bottles and RMB 1,820 per bottle for cases.

With the implementation of the dual-price system, sales policies at self-operated stores have been adjusted accordingly. Some self-operated stores in Sichuan and Chongqing have suspended accepting applications from enterprises that meet tax requirements to purchase 53-degree 500 ml Feitian Moutai at the official retail price, with the resumption date pending. Staff at self-operated stores said the corporate group purchase price is also RMB 1,719 per bottle, but due to limited supply in the past two months, the stores prioritize existing customers, and there is no longer a channel for new customers to purchase at the flat price.