Core Insights - The recent auction of aged Wuliangye liquor at Sotheby's in Hong Kong achieved a remarkable 100% sales rate, with all 133 bottles sold, highlighting the strong market demand for aged Chinese liquor [2][4] - The auction featured a limited edition Wuliangye 1909 artist series bottle that sold for 237,500 HKD, setting a record for the most expensive single bottle of Wuliangye sold at Sotheby's in Asia [2][6] - The success of these auctions reflects a broader trend in the aged liquor market, where the combination of clear provenance and complete vintage collections attracts high-end collectors [4][6] Auction Performance - The Sotheby's auction included Wuliangye bottles from 1977 to 2005, showcasing a well-preserved collection with a 70% original box retention rate, deemed the most complete vintage series in the last decade [2][4] - Following the Sotheby's auction, China Guardian's auction also reported strong sales, with two bottles of 30-year-old Wuliangye selling for 1.035 million and 920,000 RMB, contributing to a total sales figure of 4.49075 million RMB for the session [4][6] Market Trends - The thriving aged liquor market is positively impacting Wuliangye's overall product matrix, enhancing brand premium capabilities and fostering a culture of "drinking aged liquor and collecting new liquor" among high-end consumers [4][6] - Wuliangye's strategic collaboration with top international auction houses has positioned its products as global collectibles, marking a cultural milestone for Chinese brewing [6][8] Consumer Engagement - Since 2019, Wuliangye has implemented various initiatives to build a systematic value framework for aged liquor, including public appraisals and anti-counterfeiting measures [8] - The "Home with Aged Liquor" event in 2024 saw a 1971 vintage Wuliangye sell for 2 million RMB, further validating the high market recognition of aged Wuliangye [8] - Wuliangye's banquet sessions and bottle opening activities have shown double-digit growth in the first half of 2025, serving over 2.83 million consumers, indicating a solid position in the mainstream market [8]

Core Viewpoint - The recent auction of aged Wuliangye liquor in Beijing has demonstrated the strong market appeal and collectible value of aged liquor, signaling a new trend in the old liquor collection market [1][5]. Group 1: Auction Highlights - The auction featured 47 sets totaling 948 bottles of Wuliangye, with a notable thirty-year aged liquor fetching over one million yuan, setting a new auction record [1][4]. - The auction included historically significant products such as the Wuliangye zodiac commemorative liquor and other notable editions, attracting significant interest from collectors [4]. Group 2: Market Trends - The old liquor market has been experiencing a surge, with a growing consensus in the industry that quality aged liquor is highly sought after due to its drinking value and scarcity [2][5]. - The overall scale of the Chinese old liquor market has surpassed 100 billion yuan, with projections to exceed 150 billion yuan in the next five years, indicating robust growth [5]. Group 3: Brand Strategy - Wuliangye has been actively enhancing its presence in the old liquor market through systematic strategies, including establishing an online flagship store and expanding offline distribution [7][9]. - The brand has also focused on innovation and certification, collaborating with industry associations to authenticate its aged products, thereby reinforcing its leadership in the old liquor sector [9].