Moutai launched a major promotion late at night: buy Feitian for 1499, limited to 12 bottles per person per day!

Hello everyone, Moutai has made a big move! Starting from 9 AM on the first day of 2026, each person can purchase 12 bottles of Feitian Moutai liquor daily on the iMoutai app! On the evening of December 31, according to official news from "Moutai," starting January 1, 2026, the iMoutai APP will undergo a new version update, integrating and upgrading the original "Enjoy Appointment · Subscription" and "Enjoy Cloud Purchase" into a unified "iPurchase" entry. On the "iPurchase" page, users can directly purchase all products available on the iMoutai APP. At 9 AM on January 1, the Feitian 53%vol 500ml Moutai liquor (2026) will officially go on sale, with each user currently able to purchase a maximum of 12 bottles per day. The daily supply will be determined by considering factors such as preventing speculation, supply-demand matching, and market stability, and will stop once sold out for the day. Thereafter, sales will start promptly at 9 AM each day. The products available include the classic series of Moutai liquor: Feitian 53%vol 500ml Moutai liquor (2026) Feitian 53%vol 500ml Moutai liquor (2024) Feitian 53%vol 500ml Moutai liquor (2023) Feitian 53%vol 500ml Moutai liquor (2022) Feitian 53%vol 500ml Moutai liquor (2021) Feitian 53%vol 500ml Moutai liquor (2020) Feitian 53%vol 500ml Moutai liquor (2019) Feitian 53%vol 100ml Moutai liquor Feitian 53%vol 1L Moutai liquor Moutai liquor premium series: 53%vol 500ml Moutai liquor (premium) Moutai liquor zodiac series: 53%vol 500ml Moutai liquor (Bingwu Year of the Horse) classic edition/gift box edition/rare edition Moutai liquor aged series: 53%vol 500ml aged Moutai liquor (15) Moutai liquor cultural series: 53%vol 500ml Moutai liquor (Drum Music Feitian) 53%vol 350/375/700/750ml Moutai liquor (Into the Series) 53%vol 100/500ml Moutai liquor (Huang Xiaoxi's Dinner) Moutai liquor low-alcohol series: Feitian 43%vol 500ml Moutai liquor 43%vol 500ml Moutai liquor (Wedding Banquet · Red) The iMoutai APP shows that the price for a bottle of Feitian 53%vol 500ml Moutai liquor in 2026 is 1499 yuan, while other years require a premium for purchase, for example, the price for 2024 is 1909 yuan, and for 2019 it is 2649 yuan. Previously, it was rumored that iMoutai would launch Feitian Moutai (500ml 53 degrees) for the first time in the subscription channel starting January 2026, with a subscription price of 1499 yuan per bottle. In response, a relevant person from iMoutai confirmed that the news is true. According to data, iMoutai is the self-operated e-commerce platform of Moutai, with sales of approximately 20 billion yuan and 12.692 billion yuan in the first three quarters of 2024 and 2025, respectively The "i Moutai" platform was launched in 2022, primarily selling Moutai non-standard products, series wines, etc., and has also sold 100ml of Feitian Moutai. Starting from November 1, 2023, Moutai will increase the ex-factory price of 53-degree 500ml Feitian Moutai from 969 yuan/bottle to 1169 yuan/bottle. This is also roughly the price at which first-level distributors acquire the product (the actual price is related to the quantity purchased and sales subsidies, and there are no precise figures). The terminal guidance price for Moutai is 1499 yuan/bottle, which is also the price in Moutai's self-operated stores and other channels, but the quantity of Moutai at this price is limited and requires a rush to purchase. Moutai liquor is distributed from first-level distributors to terminal tobacco and liquor stores, and the price that consumers can conveniently buy is about 2700 yuan to 3000 yuan/bottle, which is the market retail price. Some analyses point out that with the affordable Feitian landing on i Moutai, the company's performance will receive tangible benefits. The 330 yuan price difference between the ex-factory price given to distributors and the 1499 yuan direct sales price will largely become the company's direct incremental revenue and profit in the future. It has been analyzed that for a long time, Feitian Moutai has formed a significant price inversion phenomenon due to supply and demand imbalance. The terminal market price far exceeds the official guidance price, and consumers have to bear high premiums and face the risk of counterfeit products, while distributors and scalpers profit by hoarding. The i Moutai platform will regularly release affordable Feitian Moutai, reconstructing the distribution chain through digital means, ensuring product authenticity, and cutting off the profit space of informal channels, allowing consumers to purchase genuine products at reasonable prices. Additionally, it has been analyzed that the launch of Pu Moutai on i Moutai is a super heavyweight event in the industry, which will have a significant impact on Moutai and the liquor industry. Moutai liquor will truly be directed at the C-end, benefiting Moutai's revenue and profit in the short term, as well as benefiting the company's channel reform and the consumers who genuinely drink Moutai liquor. Today, the batch price of Pu Moutai is around 1560 yuan, while the retail guidance price on i Moutai is 1499 yuan, and the company sells it to distributors at 1169 yuan. Coupled with the better authenticity of the i Moutai channel, it will greatly attract ordinary consumers in the short term. The risk lies in the fact that the future market price of Feitian Moutai will inevitably fall below 1499 yuan, at which point the company will inevitably adopt non-market means to control quantity and stabilize prices. Source: China Fund News