Recently, market rumors claimed that Kweichow Moutai would launch a nationwide direct-sales policy for its Feitian Moutai liquor at a fixed price of RMB 1,169 per bottle, allowing consumers across China to purchase the 53% ABV premium spirit directly at this price. The news quickly sparked widespread attention and speculation, with many consumers and investors eagerly anticipating this so-called ‘affordable access’ channel. However, Kweichow Moutai promptly denied the rumor, stating clearly that no such nationwide direct-supply program exists and that it has not authorized any third-party platforms to sell Feitian Moutai at a fixed low price. The company emphasized that its pricing mechanism remains governed by both market supply-demand dynamics and official guidelines, and advised consumers to purchase only through authorized channels to avoid scams or counterfeit products. In reality, Feitian Moutai—China’s iconic high-end baijiu—has long traded at significant premiums above its official retail price of RMB 1,499. This rumor highlights strong public demand for greater price transparency and fairer access to Moutai products, while also underscoring the challenges the brand faces in price control and market communication.
近日，有市场传言称贵州茅台将推出‘1169元飞天直供全国’的销售政策，即消费者可在全国范围内以1169元的价格直接购买53度飞天茅台酒。该消息迅速引发广泛关注和热议，不少消费者和投资者纷纷期待这一‘平价购酒’渠道的落地。然而，贵州茅台官方随后明确否认了这一说法，表示目前并无此类全国性直供计划，也未授权任何第三方平台以固定低价销售飞天茅台。公司强调，其产品价格体系仍由市场供需及官方指导共同决定，建议消费者通过正规渠道购买，谨防虚假信息和诈骗行为。事实上，飞天茅台作为高端白酒代表，长期存在市场溢价，官方零售指导价虽为1499元，但实际成交价常远高于此。此次谣言的传播反映出公众对茅台价格透明化和公平购买渠道的强烈期待，也凸显了品牌在价格管控与市场沟通方面面临的挑战。
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