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In today’s liquor market, mid-to-high-end bare-bottle liquor (unpackaged liquor sold in plain bottles) has become a hot topic. Once associated with “affordability” and “everyday drinks,” bare-bottle liquor has shed its cheap image. Market data confirms its rise: from RMB 35.2 billion in 2013 to nearly RMB 100 billion in 2021, and over RMB 150 billion in 2024, the segment is on track to hit RMB 200 billion by 2025. Notably, the RMB 50–100 price band has grown over 40%, becoming the core growth driver.

Why is it booming?

Consumption upgrade – Consumers prioritize quality over packaging, especially younger drinkers who value authenticity and taste.

Brand trust – Established names like Moutai, Wuliangye, and Fenjiu’s “Bo汾” series guarantee quality and loyalty.

Versatile scenarios – From solo drinking to family dinners and business banquets, bare-bottle liquor fits all occasions.

Omnichannel access – Convenience stores, liquor shops, e?commerce, and live-streaming sales make purchasing easy.

Four key players – National premium brands (e.g., Yanghe, Luzhou Laojiao), specialized bare-bottle firms (e.g., Niulanshan), regional distilleries (e.g., Yangshao), and new trendsetters (e.g., Jiangxiaobai, Guangliang).

Five trends – Prices moving higher (beyond RMB 200), brand concentration, product innovation (new aromas and designs), digital marketing, and youth?targeted engagement (low?alcohol, cool packaging, IP collaborations).

Challenges & solutions – Intense competition, shifting consumer tastes, and stricter regulations (e.g., pure grain requirement). To succeed, brands must strengthen identity, ensure quality, innovate marketing, and stay compliant.

Bare-bottle liquor’s “spotlight moment” has just begun – its rise reflects a market shift toward genuine quality over flashy packaging.