Guizhou Moutai’s flagship product ‘Feitian Moutai’ app sales notice. Photo Baidu Capture
China’s iconic baijiu brand, Guizhou Moutai, saw its flagship product, Feitian Moutai, sell out almost instantly when offered directly to consumers at wholesale prices, a move aimed at countering slowing sales and restrictions on gifting to officials.
According to reports from local media outlets on January 2nd, Moutai initiated sales of its popular 53%, 500ml Feitian Moutai via its ‘iMoutai’ app at 9 a.m. local time on January 1st. This marked the first time the spirit was sold through the company’s own application, a strategy designed to curb speculation and stabilize pricing.
Each bottle was priced at 1,499 yuan (approximately 310,000 won), the ‘final guidance price’ established in 2017, aligning closely with recent wholesale costs around 1,500 yuan. Given that Feitian Moutai typically retails for over 2,000 yuan (about 410,000 won) locally, this represented a substantial discount for buyers. Purchasing through the official app also eliminated concerns about counterfeit products.
The 2026 Feitian Moutai was snapped up within 30 minutes of its release on the iMoutai app, and the same rapid sell-out occurred on January 2nd. Despite limitations of 12 bottles per person daily, allocated in 5-minute sales intervals, demand far outstripped supply.
The app’s performance quickly became a trending topic on social media, with users excitedly sharing their successes—and frustrations—in securing a bottle. Reports also indicated a significant surge in downloads of the iMoutai app itself.
Market analysts, as reported by China Investment News, believe these app-based sales at more accessible prices could revitalize Moutai’s performance. The company has faced headwinds in recent years due to a sluggish domestic economy and the government’s extensive ‘anti-corruption campaign.’
Specifically, restrictions implemented in May of last year, limiting alcohol and cigarette service at official functions, significantly impacted sales. In the third quarter of last year, Moutai’s sales and net profit attributable to the parent company only increased by 0.56% and 0.48%, respectively—the lowest growth rates in a decade.
Moutai stated it intends to adjust app sales volumes based on market demand. Additional product lines, including the 2024-made (1,909 yuan) and 2019-made (2,649 yuan) Feitian varieties, are also planned for release through the app.
