I think the reasons why Moutai is expensive are:

1. The quality of the wine is very good

If Moutai can be bought for a certain price, the quality of the wine is naturally unparalleled , there are certain requirements for rigorous production and shelf life. Moutai's reputation in the market has always been high. Although the price has risen for a time, this does not affect Moutai's status in people's hearts and its own sales.

2. Strong brand effect

Moutai is a mature brand name. The brand is very important to a product. Many good products are unsalable due to lack of good brand effect. There are a lot of them, and the price is not high. Only good wines with good brands will have good sales.

3. High reputation

The difference between high-end wines is actually nothing more than comparing who they are. Moutai is famous, and many people say that Moutai is valuable because of its brand. But in fact, Moutai’s brand is indeed valuable. According to the "BrandZ 2019 Top 100 Most Valuable Chinese Brands" ranking, the Moutai brand is worth US$36.555 billion (approximately RMB 247.95 billion). One of the factors that makes Moutai more expensive is the added value brought by its fame.

4. Different brewing techniques

Moutai adopts the scientific and traditional 12987 brewing process: koji on the Dragon Boat Festival, feeding on the Double Ninth Festival, two feedings, and nine times of cooking during the brewing period , eight fermentations, seven wine extractions, one year of production time, three years of classification and storage, and half a year of blending and storage. It will take at least five years before packaging and shipping.

5. Limited production capacity

Mr. Ji Keliang, former chairman of Moutai, said that the Moutai produced every year only accounts for about 75% of the wine produced five years ago. Some of the remaining 25 or so will evaporate during the aging process, and some will be reserved for later use. With a base liquor ratio of ?75, plus a blending ratio of about 10% with old liquor, Moutai’s theoretically salable quantity is about 85% of the base liquor production five years ago.

6. Irreplaceable

We don’t need to discuss whether Moutai tastes good. People who say it doesn’t taste good can only say that they can’t accept the taste of Maotai liquor. Most people pay high prices to buy Moutai not only for the quality of Moutai itself, but also for its other attributes. For example, social status, status symbols, and people's herd mentality are all a positioning of oneself in the class. Why do so many companies choose Moutai for their entertainment drinks? That's because putting a Moutai on the wine table is enough to give you face. Although you don’t know whether the customer you are entertaining likes to drink Moutai, he will definitely not refuse to drink Moutai. If he really likes to drink Moutai, it will be one step closer to establishing a cooperation. These features are irreplaceable, so it has the confidence to raise prices. Its authenticity can only be purchased in specialty stores, so dealers took this opportunity to raise prices, and the price of Moutai remained high for a long time.

The above is why I think Moutai is expensive!