"The rooster crows for good fortune, and the sun rises at dawn": How did 2017 chicken roosters go from being a highly sought-after commodity to a collectible item?
I. Lessons from the Success of Monkey Hairpin: The Full Awakening of Market Collection Value
When Moutai liquor was launched in 2017, the Year of the Rooster, the market's attitude towards zodiac-themed liquors was quite different from previous years. The explosive price increase of Moutai liquors in 2016, the Year of the Monkey, made collectors realize the scarcity and strong premium potential of zodiac-themed liquors. This formation of **collecting interest** laid the foundation for the popularity of Moutai liquors in the Year of the Rooster.
The Moutai Zodiac series integrates elements of zodiac culture, the Five Elements theory, and traditional Chinese painting, possessing unique artistic taste and collectible value. As the fourth product in the series, the Chicken Moutai successfully capitalized on the market popularity generated by the Monkey Moutai.
II. Official Strategic Promotion: Focusing on and Amplifying Scarcity and Cultural Significance
The decisive factor in the successful elevation of the Dingyou Year of the Rooster liquor to a collectible item is the official confirmation and grand promotion by Moutai of its strategic single product status.
- A high-profile launch that instantly ignited the market: On January 6, 2017, Moutai was officially launched in Guiyang, with nearly 200 guests invited to the launch event. Subsequently, Moutai launched a massive promotional campaign across various media outlets, including television, the internet, high-speed rail, and airports. This unprecedented level of attention garnered widespread attention for Moutai.
- Initial Price Surge: Due to market enthusiasm and official promotion, the sales of Moutai liquor released in the Year of the Rooster exceeded 17 million yuan on the first day. Its price once soared to a high of 2,288 yuan or even 2,399 yuan per bottle, an increase of almost three times that of the then-current price of Feitian Moutai. This immediate high price established its status as a "high-priced and sought-after commodity".
- Cultural significance added: Through a grand promotion, Moutai officially highlighted and amplified the scarcity and cultural significance of the Dingyou Year of the Rooster Moutai liquor. The Rooster Moutai liquor is carefully blended using premium base spirits aged for many years, making it a refined and collectible product that combines rich historical flavor, exceptional craftsmanship, and high-end aesthetic value.
The official strategic promotion has transformed the Rooster Moutai from a mere bottle of liquor into a cultural symbol . Even after the Year of the Rooster ended, its price continued to rise steadily, its popularity remained high, and it was generally out of stock in the market.
III. Long-term value lock-in: Non-standard liquor embodies Moutai's aesthetics and value preservation capabilities
The transformation of Moutai from a short-term "hot commodity" to a long-term "collectible" relies on its intrinsic value as a non-standard liquor and Moutai's control over the high-end market:
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Price Stability and Market Acceptance: Among the zodiac series, the Rooster-themed Moutai enjoys higher market acceptance and a more stable price. Although the market price of Moutai (reference price in 2024 was approximately RMB 8,500, and the original case price in October 2025 was approximately RMB 3,720) is much lower than that of Ma Moutai (RMB 19,800) and Yang Moutai (RMB 30,500), its price stability and liquidity remain outstanding.
- In terms of market prices in Hong Kong, as of October 2025, the price of Dingyou Rooster Year Wine (500ml) in Hong Kong ranged from approximately HK$4,900 to HK$6,980 .
- Cultural Inheritance and Upgrading: Zodiac-themed liquors integrate traditional Chinese culture with baijiu culture, adapting to the upgrading of consumer demand in terms of both drinking and collection value. Through the success of its Zodiac-themed liquor series, Moutai has activated a 200 billion RMB niche market for aged liquor.
- Quality and Drinking Experience: Chicken Maotai uses classic Feitian Maotai as its base, resulting in a delicate, sweet taste with a prominent soy sauce aroma. The Zodiac Maotai is blended from high-quality base liquors that have been aged for many years, meeting the characteristics of baijiu after "aging"—a mellow and harmonious flavor that does not cause dryness in the mouth after drinking .
- Key points for avoiding pitfalls and preserving value: Due to the huge appreciation potential of sorghum liquor, counterfeit, adulterated, or mislabeled bottles exist in the market. Professional collectors and resellers need to pay attention to techniques for distinguishing authenticity: for example, the hook below the letter "J" on the bottom of the bottle should have an arc (counterfeit bottles usually lack this arc), the sorghum grains on the five-star trademark should have small dots, and check if the bottle cap has five serrations. These details also raise the bar and value of genuine bottles in good condition.
In summary, the initial surge in popularity of Moutai liquor in the Year of the Rooster (2017) was a result of market speculation and official promotion. Its status as a "collectible gem" stems from the cultural connotations Moutai bestows upon it, its superior quality, and the unique cultural status of the Moutai Zodiac series as a "one Moutai, one liquor" brand, ensuring its long-term value preservation and appreciation potential.
Chunxiang Wine Shop cordially invites you to purchase your Dingyou Year of the Rooster Moutai liquor at a high price.
Our Chunxiang Wine Shop is well aware of the stable position of Moutai liquor from the Year of the Rooster in the collector's market, and is committed to providing collectors with the most professional and considerate buyback service.
Whether your collection consists of a single bottle or the original case, as long as it is in good condition and has a clear provenance, we are happy to purchase it for cash at a competitive price.
Reference price for Moutai liquor purchased in the Year of the Rooster (2017)
| Product Name | Specification | Market price (RMB) | Estimated value in Hong Kong dollars (based on the exchange rate of the day: RMB 1 ≈ HKD 1.07) |
|---|---|---|---|
| Dingyou Year of the Rooster Moutai | 500ml (original box) | Approximately ¥3,720 | Approximately HK$3,980 |
| Dingyou Year of the Rooster Moutai | 500ml (single bottle/bulk) | Market circulation price reference | Approximately HK$5,200 - 5,500 |
Note: The above Hong Kong dollar prices are converted from the RMB market price provided in the source materials at an exchange rate of approximately 1:1.07 and are for reference only . The actual buyback price needs to be determined after professional appraisal based on the vintage, condition (e.g., weight, seal integrity, label condition, etc.) of the wine and the market supply and demand situation on the day.
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