In 2024, Moutai 1935, a premium new product from Kweichow Moutai Co., Ltd., surpassed RMB 10 billion in sales, becoming a standout success in China’s liquor industry. Launched in January 2022, Moutai 1935 targets the RMB 1,000 price segment and has quickly gained consumer favor thanks to its rich heritage, exceptional quality, and precise market positioning. Named after the historic 1935 Southwest China Commodities Exhibition—where Moutai won a special award—the product embodies the brand’s cultural legacy while reinforcing its premium image. Amid overall pressure on liquor consumption, Moutai 1935’s strong growth highlights the company’s powerful brand appeal and distribution control. Through strategies such as limited releases, cultural marketing, and targeted outreach to high-end consumer circles, Moutai has effectively maintained the product’s scarcity and premium pricing power, solidifying its leadership in the upper-mid-tier market. Industry experts widely view Moutai 1935’s success not only as a new growth driver for the company but also as a benchmark for structural upgrading across China’s liquor sector.
2024年，贵州茅台旗下高端新品‘茅台1935’实现销售额突破100亿元人民币，成为白酒行业现象级产品。作为茅台集团在千元价格带的重要布局，茅台1935自2022年1月上市以来，凭借其深厚的历史底蕴、卓越的品质和精准的市场定位，迅速赢得消费者青睐。该产品以1935年‘西南各省物资展览会’上茅台酒荣获特等奖的历史事件命名，不仅承载品牌文化记忆，也彰显其高端形象。在当前白酒消费整体承压的背景下，茅台1935的逆势增长凸显了其强大的品牌号召力与渠道掌控力。此外，公司通过限量投放、文化营销及圈层推广等策略，有效维持了产品的稀缺性与溢价能力，进一步巩固其在次高端市场的领先地位。业内普遍认为，茅台1935的成功不仅为茅台集团开辟了新的增长曲线，也为整个白酒行业的结构升级提供了范本。
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