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不到半月，茅台自营店再调价
Moutai's self-operated stores raised the retail price of Feitian Moutai twice within half a month to 1,753 yuan per bottle; the iMoutai online platform price is lower. The company is using this to support prices and advance market-oriented reform. 澎 澎湃新闻
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原创 澎湃新闻 2026-08-08 23:45 上海
澎湃新闻记者 郭莎莎
时隔不到半月，茅台自营门店再调价，飞天茅台涨至1753元/瓶，较i茅台售价高出114元。
8月8日，有市场消息称茅台自营店的飞天茅台价格已上调至1753元/瓶，同时上调的还有五星茅台、精品茅台、经典版马年生肖茅台酒（简称“经典版马茅”）的零售价。
对此，澎湃新闻记者从多家贵州茅台自营门店获悉，飞天53%vol 500ml贵州茅台酒（2026）（下称“飞天茅台”）线下零售价已由8月8日当天上调至1753元/瓶，单瓶售价较比i茅台上的1639元高出114元，距离上一次调价至1719元/瓶尚不足半月时间。记者还了解到，部分自营店的精品茅台已上调至2410元/瓶，经典版马茅上调至1951元/瓶，上述两款产品目前在i茅台的零售价依次为2359元/瓶、1899元/瓶，对应每瓶价格分别上涨51元、62元。
有自营门店工作人员表示，“按照1753元/瓶的价格，散客每天最多可以购买一箱（6瓶）飞天，以实际到店情况为准。”
至于自营门店飞天茅台价格高出i茅台的原因，上述工作人员称，“i茅台对应的是市场流通价，我们自营门店对应的是市场成交价。”
记者还了解到，也有自营门店尽管已完成调价，但均表示，目前店里飞天、精品、经典马茅等产品均没有现货，如需购买则可通过i茅台APP抢购，或者通过其他专卖店购买。此外，个别茅台自营门店的飞天茅台当天尚未实施调价，仍为1719元/瓶。
此前，记者于7月27日了解到，多家茅台自营门店飞天茅台的零售价上调至1719元/瓶，彼时，单瓶售价较比i茅台高出80元。自此，在同属于贵州茅台自营渠道体系的i茅台平台与线下自营门店，飞天茅台的零售价不再统一，开始执行“双价格体系”。
如今，在不到半月时间内，茅台自营门店已进行了两次调价，其中，核心大单品飞天茅台的价格上调尤为明显。
对于此次调价，有自营门店工作人员对记者表示，“目前定价按照‘随行就市’原则，价格可能随时调整。而门店价格高出i茅台，也考虑到线下门店成本高等因素。”
酒业独立评论人肖竹青对澎湃新闻记者表示，“贵州茅台42家直营店调高零售价主要目的还是为i茅台平台挺价。有茅台42家直营店线下的高价标签示范，就会引领线下渠道代理商参照茅台直营店价格挂牌销售茅台产品，这样更能体现i茅台平台售卖价格有价差，能吸引更多人上i茅台平台申购，保持i茅台平台热度和粉丝活跃度。”
肖竹青还了解到，贵州茅台股份有限公司全国42家茅台直营店已经全面停止纳税一百万以上的民营企业家注册开户申请茅台酒直供业务。
当前，伴随着贵州茅台市场化改革系列措施的逐渐落地，“随行就市、相对平稳”已成为茅台酒价格调整最核心的原则。
在i茅台平台上，飞天茅台的零售价和销售合同价年内已两度上调。3月30日，贵州茅台公告称，自2026年3月31日起，将飞天53%vol500ml贵州茅台酒（2026）销售合同价由1169元/瓶调整为1269元/瓶、自营体系零售价由1499元/瓶调整为1539元/瓶。7月17日，贵州茅台宣布将飞天53%vol 500ml贵州茅台酒（2026）i茅台平台零售价由1539元/瓶调整为1639元/瓶、销售合同价由1269元/瓶调整为1369元/瓶。
据记者了解，当前多家白酒企业已启动中秋、国庆传统旺季促动销备战工作。市场上也有观点认为，茅台此番调价，也是为旺季销售做准备。
从批价来看，近期26年飞天茅台价格在1700元关口波动。据第三方平台“今日酒价”披露的各大名酒批发参考价显示，8月8日，26年飞天茅台原箱（53度/500ml）报1710元/瓶，26年飞天茅台散瓶报1695元/瓶，均较前一日跌5元。25年飞天茅台原箱报1780元/瓶，与前一日持平；25年飞天茅台散瓶报1730元/瓶，较前一日跌10元。精品茅台报2340元/瓶，经典马茅原箱和散瓶分别报1910元/瓶、1890元/瓶。
值得一提的是，就在近日，五粮液（000858.SZ）核心大单品第八代五粮液的价格也已走高。记者从多位五粮液经销商处获悉，第八代五粮液的批价（在业内被看作同行调货价）已上调。郑州百荣商场是全国最大的酒水批发市场，根据其发布的名酒批发参考价，8月8日，第八代五粮液批价为770元/瓶，相较8月4日的730元/瓶，单瓶上涨40元，整箱（6瓶）上涨240元。与此同时，在终端市场，第八代五粮液的零售价也已上调。
进入2026年中报披露季，对于白酒行业，国金证券在近日研报中指出，从行业层面而言，当前产业景气度处于筑底窗口。淡季至今主流白酒标品价盘整体表现平稳，以飞天茅台为主的茅台酒价盘表现可圈可点，提价部分传导至价格端；白酒产业各参与方情绪持续回稳，酒企对价盘及时主动管控也利于渠道各方对价格预期的梳理，整体而言“量价利”均处于筑底态势。考虑低基数效应，预计下半年绝大多数酒企均将实现报表企稳。
据大智慧VIP，截至8月7日收盘，贵州茅台报1309.22元/股，涨0.05%，总市值约1.64万亿元；今年以来累计跌2.69%。 *
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Key Quotes
> "The main purpose of the 42 Guizhou Moutai self-operated stores raising retail prices is still to support the iMoutai platform. With the high-price labels at Moutai's 42 self-operated stores as a demonstration, offline channel distributors will be led to list Moutai products at prices referencing the self-operated store prices, which better highlights the price gap on the iMoutai platform, attracts more people to apply on iMoutai, and maintains the platform's popularity and fan engagement."
> "At the price of 1,753 yuan per bottle, retail customers can buy at most one case (6 bottles) of Feitian per day, subject to actual in-store availability."
> "iMoutai corresponds to the market circulation price, while our self-operated stores correspond to the market transaction price."
> "Pricing currently follows the principle of 'pricing with the market,' and prices may be adjusted at any time. The store prices are higher than iMoutai also because of factors such as the higher costs of offline stores."
> "Guizhou Moutai Co., Ltd. has fully stopped accepting registration and account-opening applications from private entrepreneurs with tax payments of more than 1 million yuan for the direct supply of Moutai liquor at its 42 self-operated stores nationwide."
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