With the arrival of the mainland’s Double Eleven shopping festival, the prices of Feitian Maotai on several e-commerce platforms have dropped below 1700 yuan per bottle, while the price of Wuliangye has also decreased to 769 yuan per bottle. To maintain prices, multiple liquor companies have come out to urge consumers to buy from legitimate sales channels.
According to news from The Paper on October 22, on some e-commerce platforms, the subsidy price for a 53% ABV/500ml bottle of Feitian Maotai has dropped to as low as 1650 yuan per bottle, and the 8th generation Puwu of Wuliangye, with a 52% ABV/500ml specification, is priced as low as 769 yuan per bottle. Offline distributors have revealed that the retail prices of the aforementioned Feitian Maotai and Wuliangye specifications are fluctuating around 1880 yuan per bottle and 880 yuan per bottle, respectively.
Data from the third-party platform “Today’s Liquor Prices” shows that on October 21, the wholesale price of the 25-year-old Feitian Maotai (53% ABV/500ml) dropped by 15 yuan compared to the previous day, reaching 1730 yuan per bottle, marking a new low. The wholesale price of the 25-year-old Feitian Maotai in original packaging remained steady at 1780 yuan per bottle. The wholesale reference price for the 8th generation Puwu of Wuliangye, with a 52% ABV/500ml specification, was reported at 855 yuan per bottle, unchanged from the previous day.
Faced with pricing chaos, Maotai, Wuliangye, and other liquor companies have recently called on consumers to choose official channels to purchase alcohol.
Yibin Wuliangye Co., Ltd. released “Notice to Wuliangye Consumers IV” on the Wuliangye Group’s official website, announcing the latest authorized e-commerce sales channels. During last year’s “Double Eleven” and this year’s “618” promotion period, Wuliangye also released similar notices. Unlike previous times, this time Wuliangye directly named 46 unofficially authorized stores, involving six major platforms.
Maotai recently issued a consumer alert, while also publicly disclosing the online and offline sales channels for Guizhou Maotai liquor.
According to Blue Whale News, a subsidiary of Beijing Lanjing Hunsu Information Technology Co., Ltd., on October 22, entering 2025, the wholesale price of Feitian Maotai has begun a continued downward trend. At the beginning of the year, the wholesale price for bottled Maotai was still at a high of 2220 yuan per bottle. Since then, it has gradually declined, with the wholesale price breaking through the 1800 yuan mark in June. Since September, the wholesale price has dropped to 1770 yuan per bottle.
As of October 22, the public account of Today’s Liquor Prices revealed that the wholesale price of bottled Feitian Maotai had fallen to 1735 yuan per bottle, and the single bottle price on Pinduoduo had also dropped to 1700 yuan, with some channels offering a single bottle for as low as 1650 yuan, representing a cumulative decrease of 45% from the peak price of 3000 yuan per bottle in 2023, bidding farewell to the era of 2000 yuan per bottle.
By the Beijing time of October 21, Guizhou Maotai was priced at 1462.26 yuan per share, rising by 0.30%; Wuliangye was priced at 120.52 yuan per share, rising by 0.05%.