While Cognac imports to China declined under tariff pressure, Moutai is raising prices

Kweichow Moutai Co. Ltd has announced an increase in its suggested retail price for the flagship 500ml 53% ABV Feitian (Flying Fairy) Moutai from ¥1,499 to ¥1,699 per bottle – an increase of ¥200, or approximately 13.3%. The new price takes effect on 1 September 2026. This is the first time Moutai has raised its official suggested retail price since 2018, when the price was increased from ¥1,299 to ¥1,499. The announcement was made via the company’s official channels and confirmed by Reuters and Bloomberg on 21 July 2026.