Moutai has been active at the beginning of 2026, with the focus of this reform on factory prices.
Recent market information shows that Moutai is planning to lower the factory prices of several core products. Among them, the contract price of aged Guizhou Moutai (15) is expected to drop significantly from 5,399 yuan/bottle in 2025 to 3,409 yuan/bottle in 2026.
The factory price of premium Moutai will be adjusted from 2,969 yuan/bottle to 1,859 yuan/bottle. The factory price of 43-degree Guizhou Moutai is set at 739 yuan/bottle (the planned price for 2025 was 798 yuan, and the off-plan price was 989 yuan).
In addition, the factory price of the core product &#34;Moutai 1935&#34; in the series wine will also be reduced from 798 yuan/bottle to 668 yuan/bottle.
Previously, Moutai has repeatedly emphasized &#34;following the market&#34; and deepening market-oriented reforms, and the prices of related products on its official digital marketing platform &#34;i Moutai&#34; have already decreased.
Currently, &#34;i Moutai&#34; shows that the retail price of premium Moutai is 2,299 yuan/bottle, 43-degree Guizhou Moutai is 829 yuan/bottle, and Moutai 1935 is 738 yuan/bottle.
The above products are key categories that previously faced channel price inversion and significant profit pressure for distributors.
In the past, non-standard products such as aged, rare, and premium were mainly sold through distribution channels, with provincial sales companies distributing to agents at 90% of the suggested retail price.
However, at a recent dealer conference, Moutai Chairman Chen Hua announced the cancellation of the distribution model and encouraged capable distributors to order related products directly.
In the product system for 2026, in addition to the recently market-focused 53-degree Feitian, premium Moutai and aged Moutai are also core major products, forming the &#34;waist&#34; and &#34;tip&#34; of the product pyramid, respectively.
This adjustment aims not only to reduce the burden on channels but also to encourage capable distributors to increase their promotion of high-value products.
The factory price is a core variable affecting Moutai's revenue and distributor profits.
The last time Moutai adjusted its factory price was in 2023, when it raised the factory prices of 53-degree Feitian and Five-Star Moutai by an average of about 20%, which was seen as an important measure to seek growth.
After this price reduction adjustment, the market is paying attention to whether Moutai can balance performance through self-operated channels and other means.
On January 9, the 2026 National Moutai Dealer Association meeting was held, attended by Moutai Group Party Secretary and Chairman Chen Hua, who spoke at the meeting.
Regarding the channel reform issue that everyone is concerned about, Chen Hua stated that the fundamental purpose of i Moutai is to solve reach and efficiency, and to understand the real consumption boundaries. Under the three principles of preventing speculation, supply-demand matching, and market stability, i Moutai dynamically releases products directly to the consumer end, which helps establish a good channel ecosystem.
Data shows that on the 9th day after the launch of 53% vol 500ml Guizhou Moutai, i Moutai has added over 2.7 million new users, with over 400,000 transaction users.
Even with a conservative estimate of one bottle purchased per person, the related revenue has already exceeded 600 million yuan

To solve the price inversion, Moutai "cuts" the ex-factory price of core products