Recently, Kweichow Moutai Co., Ltd. officially announced the official retail guidance prices for products sold through its self-operated channels, covering core product lines such as Feitian Moutai, zodiac-themed Moutai, and premium Moutai variants. This move aims to further standardize market pricing, strengthen brand price management, and curb speculative trading and inflated market prices. According to the announcement, the recommended retail price for the flagship 53% ABV Feitian Moutai (500ml) remains unchanged at RMB 1,499 per bottle. Meanwhile, higher-tier or limited-edition products—such as the 15-year-aged Moutai and Premium Moutai—are assigned elevated guidance prices that reflect their scarcity and premium quality. It should be noted that these prices apply exclusively to Moutai’s official self-operated channels, including the ‘iMoutai’ digital platform and company-owned stores, and are not binding on third-party retailers. However, they carry significant signaling value for the broader market. Analysts suggest that by clarifying pricing in its direct channels, Moutai enhances consumer awareness of authentic retail prices, reduces overpayment due to information asymmetry, and lays the groundwork for future pricing reforms. In the long term, this reflects Moutai’s strategic commitment to ‘rationalizing prices and ensuring fair distribution channels.’
近日，贵州茅台酒股份有限公司正式公布了其自营体系产品的官方零售指导价，涵盖飞天茅台、生肖茅台、精品茅台等多个核心产品线。此举旨在进一步规范市场价格秩序，强化品牌价格体系管理，遏制市场炒作和价格虚高现象。根据公告，53度飞天茅台（500ml）的自营渠道零售指导价仍维持在1499元/瓶，与此前一致；而部分高端或限量产品如15年陈酿、精品茅台等则设定了更高的指导价，以体现其稀缺性和品质定位。值得注意的是，此次公布的零售价仅适用于茅台官方自营渠道，包括‘i茅台’数字营销平台、茅台直营店等，不强制约束社会经销商，但具有重要的市场引导作用。分析人士指出，茅台通过明确自营体系定价，有助于提升消费者对正品价格的认知，减少因信息不对称导致的高价购买行为，同时也为未来价格机制改革奠定基础。长远来看，此举体现了茅台推动‘价格回归理性、渠道回归公平’的战略方向。
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