At 9 a.m. on January 4th, office worker Xiao Li opened the i Moutai App on time: it displayed that it was restocking, and after five minutes of trying again, it still showed restocking, and finally displayed sold out. &#34;The button has never lit up, it has always been gray,&#34; he said helplessly.
This was already his fourth consecutive day participating in the rush to buy the 500ml Feitian Moutai priced at 1499 yuan/bottle, yet he still had nothing to show for it.
Meanwhile, the third-party data platform &#34;Today's Wine Price&#34; showed that the wholesale price of Feitian Moutai had once again fallen below the official guide price of 1499 yuan/bottle.
On one side, the i Moutai app has been &#34;snapped up&#34; for four consecutive days, while on the other side, the market wholesale price has dropped below the official guide price. This seemingly contradictory phenomenon reflects that China's leading liquor brand, Moutai, is pushing forward a profound strategic transformation.
This evening, Kweichow Moutai Distillery (Group) Co., Ltd. issued a notice titled &#34;Notice on Preventing False Investment Promotion&#34;: Recently, online platforms have again appeared with investment information published in the name of Moutai, claiming &#34;1169 yuan Feitian direct purchase,&#34; &#34;1169 Moutai subscription,&#34; &#34;Moutai 1169 yuan Feitian direct supply nationwide open,&#34; and &#34;Moutai will push the 1169 yuan Feitian enterprise direct purchase channel from the pilot stage to the national map,&#34; etc. Kweichow Moutai Distillery (Group) Co., Ltd. and its subsidiaries have never authorized or entrusted any entity to publish the above information. The company will actively cooperate with relevant departments to investigate and handle the matter, and will legally pursue the legal responsibilities of the relevant responsible parties to effectively maintain market order and protect consumer rights.
<h2>Four Consecutive Days of &#34;Snapped Up&#34;</h2>
On January 1, 2026, Moutai's new policy was implemented. The 53% vol 500ml Feitian Moutai officially launched on the i Moutai App, with Feitian Moutai priced at 1499 yuan/bottle directly supplied to consumers, instantly igniting market enthusiasm.
Official data from i Moutai showed that in just three days, over 100,000 users purchased their desired products. To meet the needs of more users, the platform reduced the purchase limit of Feitian 53% vol 500ml Guizhou Moutai (2026) from 12 bottles to 6 bottles per person per day from January 4th until before the Spring Festival, but the rush to buy did not diminish, and on January 4th it was &#34;snapped up&#34; again.
<img src="https://imageproxy.pbkrs.com/https://wpimg-wscn.awtmt.com/432867bf-40a5-47e1-8400-68517e4563b2.png?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" alt="" original-src="https://imageproxy.pbkrs.com/https://wpimg-wscn.awtmt.com/432867bf-40a5-47e1-8400-68517e4563b2.png"/>
&#34;i Moutai has completely solved the biggest pain point of buying liquor: authenticity issues.&#34; An analyst from the liquor trade stated that the authenticity guaranteed by official channels, combined with consumers' herd mentality, has jointly driven up the rush to buy.
She also offered advice: &#34;If you are not in a hurry, you can wait a bit longer; once the heat passes, it will become easier to buy. Moreover, the current market price is getting closer to 1499 yuan, and it is possible that it will soon fall below the guide price.&#34;
Independent commentator on the Chinese liquor industry, Xiao Zhuqing, believes that when consumers can easily buy reasonably priced Moutai through i Moutai, the speed of digesting social Moutai stock will slow down. High-priced hoarding wholesalers and terminal tobacco and liquor shops wanting to cash out will have to choose to sell at lower prices, which may lead to continued volatility in the future Moutai market
&#34;When the retail price of Moutai liquor falls below 1499 yuan, the public's enthusiasm for i Moutai will also return to rationality,&#34; predicted Xiao Zhuqing.
<h2>Breaking 1499 yuan/bottle Again</h2>
However, the other end of the market is quietly cooling down.
The liquor industry data platform &#34;Today's Liquor Price&#34; shows that on January 4, 2026, the price of 25-year Feitian Moutai (loose bottles) was 1490 yuan/bottle, down 5 yuan from the previous day, and has fallen below 1499 yuan/bottle; the wholesale price of 25-year Feitian Moutai (original box) was 1505 yuan/bottle, unchanged from the previous day.
<img src="https://imageproxy.pbkrs.com/https://wpimg-wscn.awtmt.com/39ff4271-234d-4b19-960e-c94c3879fe7a.png?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" alt="" original-src="https://imageproxy.pbkrs.com/https://wpimg-wscn.awtmt.com/39ff4271-234d-4b19-960e-c94c3879fe7a.png"/>
This is not the first time Feitian Moutai has &#34;broken its price.&#34; On December 12, 2025, the wholesale price of 25-year Feitian Moutai (loose bottles) had dropped to 1485 yuan/bottle, and the original box price was only 1495 yuan/bottle.
Subsequently, market rumors that Moutai would control supply and reduce the availability of non-standard products drove the price of Feitian Moutai to rebound, with wholesale prices once soaring to 1600 yuan/bottle.
However, on the evening of December 30, 2025, Kweichow Moutai officially announced that Feitian Moutai would launch i Moutai, reversing market expectations and causing prices to turn downward again.
In Xiao Zhuqing's view, the phenomenon of &#34;selling out instantly&#34; and &#34;breaking price&#34; coexisting reflects the strategic intentions of the new management team at Moutai Group.
&#34;'Selling out instantly' precisely proves that Moutai is still a market necessity,&#34; Xiao Zhuqing analyzed. In the past, Moutai's demand was mainly driven by high-end banquets, gifts, and collectible investments, while the affordable release of i Moutai has allowed small and medium-sized business owners, individual entrepreneurs, and middle-class families to &#34;afford&#34; Moutai, significantly expanding the demand pool.
Xiao Zhuqing further stated that by directly reaching consumers through i Moutai, not only is channel profit compressed to a reasonable range, but it is also reshaping the market price order.
&#34;Let Moutai transform from 'luxury + investment' back to 'high-frequency necessity consumer goods,'&#34; Xiao Zhuqing concluded.
Risk Warning and Disclaimer
The market has risks, and investment should be cautious. This article does not constitute personal investment advice and does not take into account the specific investment goals, financial conditions, or needs of individual users. Users should consider whether any opinions, views, or conclusions in this article are suitable for their specific circumstances. Investing based on this is at their own risk

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On January 4th, Moutai's Feitian Moutai liquor was once again "sold out" on the i Moutai App, but the market wholesale price has fallen below the official guide price of 1499 yuan, reflecting a contradictory phenomenon in the market. The Guizhou Moutai Distillery issued a notice warning consumers to be cautious of false recruitment information and emphasized that it has not authorized any entity to publish related information. To meet demand, i Moutai has reduced the daily purchase limit from 12 bottles to 6 bottles, and the buying frenzy remains high

A rare scene for Moutai liquor: "sold out in seconds" and "breaking the issue price" coexist