Luzhou Laojiao Cuts High-Strength Guojiao Dealer Payment Price to 840 RMB

In June 2026, Luzhou Laojiao's cash voucher policy reduced some dealers' comprehensive payment cost to 910 RMB per bottle. In September 2026, Luzhou Laojiao introduced a front-loaded subsidy, or front-loaded profit, policy, further lowering dealers' actual procurement cost.

Luzhou Laojiao adjusted its channel policy for high-strength Guojiao, paying part of year-end subsidies to dealers in advance. After the subsidy, the payment price fell to 840 RMB per bottle from 910 RMB per bottle, cutting dealers' actual procurement cost by 70 RMB per bottle. In the same period, consumer-facing promotions included 10-gram gold coins or 5-gram gold pendants obtained through QR code scans, as well as small-bottle exchange offers.

The nominal wholesale price of high-strength Guojiao is 980 RMB per bottle, while the actual market wholesale price is 825 RMB per bottle, against a historical high of 860 RMB. The guided retail price is 1,499 RMB per bottle, while the actual market retail price is 878 RMB per bottle, against a historical high of 1,099 RMB. Previously, Luzhou Laojiao carried out price adjustments through year-end rebates, New Year sales incentives and market subsidies. On September 14, 2026, the wholesale price at Zhengzhou Bairong rose by 10 RMB to 835 RMB per bottle, while the national average retail price rose by 6 RMB to 881 RMB per bottle.