Moutai suddenly announces! Price increase, removal of CFO position | Hot Finance

On March 30, 2026, Moutai Group Guizhou Maotai Co., Ltd. once again released a price increase announcement. This marks the first time Moutai has adjusted its pricing again in about two years and four months since the price increase in November 2023. In addition, Moutai also announced a major personnel change. It decided to remove Jiang Yan from the positions of Deputy General Manager, Chief Financial Officer, and Secretary to the Board of Directors of the company.

This adjustment differed from 2023 in that it involved both the ex-factory price and the self-operated retail price. Last time was on November 1, 2023. In the late hours of October 31, Guizhou Moutai released an announcement stating that, effective November 1, it would raise the ex-factory prices of Moutai Liquor (Feitian, Wuxing) by 53% vol. The average increase was about 20%. This was the first price increase in nearly six years since January 1, 2018. However, at that time it did not involve retail prices.

This announcement shows that the contract sales price: from 1,169 yuan per bottle to 1,269 yuan per bottle (an increase of 100 yuan, up about 8.6%); and the self-operated system retail price: from 1,499 yuan per bottle to 1,539 yuan per bottle (an increase of 40 yuan, up about 2.7%)

Unlike the 2023 “counter-cyclical price increase,” this round of price hikes took place against the backdrop of Moutai’s market prices recovering and stabilizing. According to data from a third-party institution, from February to March 2026, the wholesale market price of Feitian Moutai remained in the 1,600–1,700 yuan range, showing a clear rebound from the low point at the end of 2025.

Some analysts noted that this time, Moutai adjusted the self-operated retail price as well, meaning that the company’s pricing strategy in direct-run channels has become more proactive, with the intent to further optimize the distribution of channel profits. And the fact that, more than a month after official refutation of rumors of a price increase on February 2026, it then issued the official announcement, also shows Moutai’s prudent attitude toward price adjustments.

It is worth noting that on February 25, 2026, rumors spread in the market that the ex-factory price would be raised from 1,169 yuan to 1,299 yuan. However, that same day Moutai immediately refuted the rumor, stating it was “false information,” and said that the price adjustment is a major matter requiring public disclosure; if any adjustment is made, it would be released through official channels in the form of a formal announcement.

Related links

Moutai price increase history

• November 1, 2023: Ex-factory price 969 yuan → 1,269 yuan

• January 1, 2018: Ex-factory price 819 yuan → 969 yuan; guidance price 1,299 yuan → 1,499 yuan

• September 1, 2012: Ex-factory price 619 yuan → 819 yuan

• January 1, 2011: Ex-factory price 499 yuan → 619 yuan

Text and photos | Reporter Cheng Xinghuan