The baijiu industry is witnessing a strategic shift as major brands like Moutai, Wuliangye, and Luzhou Laojiao rapidly enter the bare-bottle liquor segment—a category once perceived as low-end but now becoming a key growth driver. According to 2025 data, the bare-bottle market has surpassed ¥150 billion, with an annual growth rate of 18%, far exceeding the industry average.

This transformation is fueled by changing consumer behaviors, especially among younger drinkers aged 25-35, who now account for over 40% of bare-bottle sales. Unlike earlier generations, these consumers prioritize quality, taste, and health benefits over lavish packaging or high prices. Casual drinking occasions, such as small gatherings and solo relaxation, have also boosted demand, moving beyond traditional formal settings.

Leading brands are leveraging their existing production expertise and supply chains to offer affordable yet high-quality products. By using the same base liquors as their premium offerings and simply reducing packaging costs, they create compelling value propositions. For companies facing saturation in the high-end market, bare-bottle liquor offers a new growth channel—one that emphasizes high turnover and broad consumer reach.

However, challenges remain. Well-known brands must manage consumer expectations around pricing—if a bare-bottle product is perceived as too expensive relative to its minimal packaging, sales may suffer. Quality control is another critical issue; maintaining consistency at a lower price point requires tight management of production and costs. In addition, local brands still hold advantages in regional markets thanks to stronger cultural ties and distribution networks.

Looking forward, competition will focus on three areas: elevating quality through technical innovation, developing products tailored to specific consumer scenarios, and building brands that emphasize authenticity and cultural connection rather than history or luxury.

The rise of bare-bottle liquor reflects a broader shift in the baijiu industry—from prestige-driven consumption to value-driven choices. For major brands, this isn't just a new product category—it's an essential strategy for staying relevant in a changing market. Those who succeed in balancing quality, price, and brand meaning will likely lead the next phase of the industry’s evolution.