文 | 酒讯 方圆

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zaicouyipingyisishenian，maotaishiershengxiaojiuyitaoqihuo。

“jiqimaotaishiershengxiaojiu”keyishuoshizhenggezangjiujiedeyidahaidianzhiyi，tongshiyeshiyigendiaozaishouzangjia、touzizheyanqiandehuluobu。

youzhemaotaishengxiaojiuderenaodisepudian，meinianchunjieyingxiaobibukeshaodejiemu——shengxiaojiudaluandouruyueerzhi。luzhoulaojiao、langjiu、jiannanchun、gujinggongjiu、yanghedengtoubujiuqidatouzhen，guotai、hougongfang、zhonghuajiu、sishijiufangdengsanxianpinpaigenjin，zhandoudehaojiaoyiranchuixiang。

01 生肖酒赶早集

2014nian12yue，maotai“yisuiyishengxiao”xiliediyipingjiujiawumanianmianshi;2024nian12yue,“yisuiyishengxiao”xiliezuihouyipingjiuyisishenianchanpinxinxipuguang。diyilun“yisuiyishengxiao”12pingmaotaishengxiaojiujiangyinglaishouguan。

图片来源：酒讯制图

dagaishizhongguorendui“tuanyuan”dezhinian，zuowei“jiqimaotaishiershengxiaojiu”dezuihouyibu，maotaiyisishenianshengxiaojiudehuatifenwaihuoyue。

zaozai12yuechu，shejiaopingtaishangjiuyou“neimuxiaoxi”chuanchu“shenianmaotai2380yuanyiping”deyushouxinxi，buguogaixiaoxibeimaotaiguanfangyi“shenianshengxiaojiuhaiweishangshi”dajia。zhidaojinri，zhongguoshangpinxinxifuwupingtaipiluleguizhoumaotaijiu(yisishenian)chanpintupianxinxi，zheipingqianhuwanhuandeshenianshengxiaojiucaiyoulejutideyang。

chanpintupianxinxigongshi，yeyiweizheshangshishijianlinjin。youmaoyoujiehelongmaoyu2024nian1yue6rizaiimaotaishangkaiqishengoudeshijiandian，tuiceshemaoshangshideshijianzai2025nian1yue6rizuoyou。

图片来源：i茅台截图

hemaotaishengxiaojiudeanbujiubanbutong，bushaopinpaideshengxiaojiuyijinglvxianfache。jujiuxunzhikubuwanquantongji，dangqianyiyou10yujiajiuqifabule20yukuanyisishenianshengxiaojiuchanpin。qizhong，shedejiuye、langjiu、yanghejunshitongshifabuleqixiaduogepinpaideshengxiaojiuchanpin。

zhideyitideshi，jinniandaxiangshengxiaojiu“diyiqiang”dejinhuijiu。gaigongsizai10yuezhongxunjiufabule2025shengshijinhuishenianshengxiaojiu。suihou，luzhoulaojiaobaochiduixing，zai10yue26rishangxin2025nian“ruyilingshe”xinchunlijiu，biquniantiqianleyizhoushijian。wuduyouou，youmeititongji，jinjintoubujijiajiuqishangxinshenianshengxiaojiudeshijian，jiubiqunianpingjuntiqianle16tian，youdeshenzhitiqianleyigeyue。

shijishang，youyu2025nianchunjiejiao2024nianchunjietiqianjinbangeyue，suoyouyingxiaojiedianyousuotiqianyeheqingheli。shenzhiqianduanshijiandianshangpingtaishangbufenpinpaideshuangshierdacuyunianhuojiecuxiaoxingchengzhongdie。shengxiaojiu“ganzaoji”zaiyiliaozhizhong。

02 大厂角逐小厂陪跑

keyikandao，zaimaotai“yisuiyishengxiao”xilieshengxiaojiudiyilunshouguanzhiji，jiuyedeshengxiaojiufabuyijingxingchengdingshi，chulemaotaiyijingjiqishiershengxiao，bushaojiuqiyekaizhanle6kuanyishangdeshengxiaojiu。

zheihe“yisuiyishengxiao”gainianliuxingdeshijianyouguan。2014nianmaotaishoucituichu“yisuiyishengxiao”gainianzhihou，bingmeiyoushoudaoshichangdezugouzhongshi。zhidao2017nian，maotaishengxiaojiuzaitouziquanbaohuo，shichangliutongjiacongzaoqiande2000yuanzuoyou/pingtupowanyuan，jiagezhangle3-7beizhiduo。qizhongyiweiyangnianmaotaicong2016niandide2100yuan/pingzhangzhi2017niandide19000yuan/ping，tongbizhangjia7beizuoyou。

shengxiaojiufengchaoshuolaijiulai，2017nian，wuliangye、luzhoulaojiao、tanjiu、jiannanchun、guotai、jingpai、lanlingjiu、jiangxiaobaidengjiuqilvxiangenjinshengxiaojiudazhan。suihouzai2018nian-2020nianjian，buduanyoujiuqigenjin，toubujiuqiall in，ersanxianjiuqipinjinquanlifenyibeigeng，shenzhiyoudifangbuzhimingjiuqiyexiangjie“shengxiaojiu”guanghuandayichangfanshenzhang。

yishizhijian，wushengxiaobubaijiudefengqixijuanzhenggeshichang，chunjieyingxiaoyetianshangleyidangshengxiaojiudegudingjiemu。

shengxiaojiupinpinchuxigedapaimaihuiyezhengshiletadeshichangjiazhi。biru，2020nian12yue，yitaozai2009nianshangshideniulanshanshiershengxiaojiuzai2021shoujiezhongguochennianbaijiushouzangzhanjilaojiujingpinpaimaihuipaichu168.5wanyuandejiage；2022nian7yue，1.5l langjiushengxiaozuhe(gouwangfunian、jinzhuchengxiang、gengshusongfu、ruiniusongfu、yinhuruilu)zai2022nianqinghualanglaojiujiandingjixiajipaimaihuishangpaichu6wanyuanjiage；2023nian3yue，2014-2022nianguizhoumaotaijiu(shengxiaojinianjiu)taozuzaisufubiwangluo“maotaichenniang”paimaihuishangyi9.6wanyuanjiagechengjiao。

图片来源：苏富比公众号

dan，yejincieryi。nengshangpaimaihuideshengxiaojiuliaoliaowuji，gengduodeshengxiaojiuzaijingliledangniandeyilunchunjieyingxiaozhihouxiaoshizaidazhongshiye。

jiuleiyingxiaozhuanjiaxiaozhuqingduijiuxunzhikubiaoshi，shengxiaojiugengduodezuoyongshijinshangtianhuade“chaqu”，tabingbunenggaibianjiuchangjingyingdejibenmian，zhishizaichuantongdechangguichanpinzhiwai，zuoyixiewenchuangchanpindebuchong。tayejianyi，xiaofeizhexuanzeshengxiaojiuhaishixuanzedaxingjiuchangdehexinzhulipinpaishengxiaojiu，pinzhiyoubaozhang，weilaishengzhiyuqizhideqidai。

jiandanlaishuo，shengxiaojiudediseshi“jinshangtianhua”。xianyoujincaiyouhua，zaiyuelaiyuetongzhihuadeshengxiaojiusaidaoli，hexinwanjiashidajiuchangdechanpin，qitadeqishishizaipeipao。bingqie，weile“xianliang”deyijia，shengxiaojiuzheiyipinleinanyizuodatiliang，meiyougaibianjiuqijibenpandenengli。yinci，shengxiaojiudejingzhengdaozuihouyiranshipinpailidejingzheng。

03 攻守之势权衡

duiyumaotaishengxiaojiuyileiyoupinpailijiachidechanpinlaishuo，jingzhengfanchouyijingtiaochuleputongchanpindejingsaiquan，zoudaoletouziquanzheiyicengji。erduiyuzhongduopeipaodeshengxiaojiu，tamenqishigengxiangshiyikuanchangguihua、chengtixifabude“wenchuangjiu”。

dangbazheixieshengxiaojiufangdaowenchuangsaidaoqujingzhu，“shengxiaojiu”zheiyi“mingtizuowen”zaibaihuaqifangdewenchuangsaidao，poyouxiedaizheliaokaoluanwudeganjue。

shulijinjiniandewenchuangjiuchanpinkeyikandao，wenchuangjiumencongteshuwenhua、teshufuhao、teshugushi、teshudiyu、teshuchangjingdeng5daweidufazhanchulegesechanpin，conggainian、baozhuang、yingxiaoshangtupochuantongchanpindeyunyingluoji，shituweipinpaizouchuyitiaoxindetuweizhilu。

biru，teshufuhaoyouyelanggujiude“1226jinianjiu”、teshugushiyoushedejiuyede“zhongguoshenhuarenwu”xilie、teshudiyuyoujiuguijiude“《wanlizoudanqi》shiyilianmingjiu”，teshuchangjingyouluzhoulaojiaode“guojiao1573·2022kataershijiebeijinianban”dengdeng。

图片来源：酒鬼酒公众号

xiangjiaoeryan，zhanzaimaotaishengxiaojiuguanghuanxiadezhongduodazhongshengxiaojiu，zaifuyuteshujiazhishangxiangduijuxian，gengkaoyanjiuqichuangxinnengliheyingxiaoshili。dangran，congdabufenshengxiaojiuhunranzhongrenyidejieguolaikan，tamenbingmeiyoujingshouzhushichangdekaoyan。

buguo，huiguiwenchuangjiusaidao，dazhongshengxiaojiumenqueyoulediqi。laizizhongguojiuyexiehuideshujuxianshi,2024nianwenchuangjiushichangguimojiangdadao350yiyuan,2025nianjiangdadao500yiyuan,zengsugaoda42.9%。

lingyizeshujuzexianshi，shengxiaojiushichangguimozai2022niandidadaole200yiyuan，bingyimeinian30%yishangdesuduxunsukuozhang。zhaociculvejisuan，2024niandi，shengxiaojiushichangdeguimoyuewei338yiyuan，jihufugaizhenggewenchuangjiusaidao。

buguoxuyaozhuyideshi，duibiwenchuangjiushichangzhengtizengsuheshengxiaojiuxifensaidaodezengsulaikan，wenchuangjiudezengsumingxiangaoyushengxiaojiu，zheiyeyiweizhe，suizhewenchuangjiudeshichangdiweizhubupansheng，weilaishengxiaojiukenengyaomianlinqitafeishengxiaowenchuangjiudejiya。

dangran，jiumuqianeryan，wenchuangjiuzhengtihaichuzaisanluanfazhandezhuangtai。zaichuangyihechuangxinshang，suiranyoudafangxiang，dandaduodongyilangtouxiyibang，jinyoumaotai“ershisijieqiwenhuachanpin”、“pinweishede·jianghewanxiangxinxianlianglihetaozhuang”dengweishubuduodejikuanchanpinxingchengdingshihuoguilvxingfabu。congzheiyidianlaikan，shengxiaojiugengyouyuputongwenchuangjiu。

youliezhishiyiranmingxi，shengxiaojiuyezouxiashentan。zhanzaiwenchuangsaidaoshang，dazhongshengxiaojiumenyiranyouduikang“minranzhongren”mozhoudejihui。jiukanjiuqimennengbunengbokaiguanghuanjiaotashidizouxiaqule。