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Since the Spring Festival, leading liquor brands such as Moutai, Wuliangye, and Langjiu have aggressively expanded into the banquet market with preferential policies. As the May Day holiday kicked off the wedding season, these companies further intensified efforts to integrate into consumers’ lifestyles through incentives like scan-for-cash rewards, honeymoon photoshoots, and concert tickets, aiming to enhance brand engagement and market penetration. 

Seeking Certainty Amid Uncertainty 

On May 12, Jiufuhui E-commerce (Beijing) Co., Ltd. launched Moutai 1935’s wedding-exclusive offer: purchasing products worth 131,400 yuan ($18,200) grants a honeymoon package in Sanya valued at 26,280 yuan ($3,640), including photoshoots and romantic dinners. For banquets with three or more tables, customers can redeem bottle caps for 50 yuan ($7) each. 

From April 22, 2025, to April 21, 2026, Wuliangye’s “Harmonious Wuliangye, Feast for a Happy China” campaign offers tiered gifts based on purchase volumes of products like Wuliangye 1618. Similarly, Langjiu’s promotion in Sichuan, Guizhou, and Chongqing provides newlyweds who buy nine cases of Honghualang 10 or six cases of Honghualang 15 with a three-day romantic estate tour. 

Earlier in February, Langjiu hosted 10,000 banquet tables in Ningxia, targeting 1/30 of the region’s liquor-drinking population. Such initiatives reflect a strategic shift from product-centric to customer-centric approaches, leveraging emotional appeal through travel, concerts, and nostalgia to meet evolving consumer demands. 

Banquet Market: A Battleground Without Limits

Regional players are also joining the fray. For instance, a Shandong-based liquor company offers 428 yuan ($60) per case, with three free bottles for bulk purchases, plus referral fees. Meanwhile, distributors note that in markets like Shandong and Henan, practical incentives like additional alcohol or beverages often outperform flashy promotions. 

Analysts highlight that while tactics like scan-for-cash mirror past “plate-and-dish” strategies (which targeted restaurant staff), today’s focus is direct consumer benefits. Yet, brand reputation and product quality remain decisive factors. 

Industry Insights and Future Trends

According to East China Securities, banquet consumption for mid-to-high-end liquor rebounded in early 2025 after a cyclical downturn, contrasting with weaker demand in business and casual dining segments. Wuliangye reported steady growth in banquet-related sales post-Spring Festival, while Langjiu served nearly 200,000 banquet tables during May Day. 

As competition intensifies, national brands adopt localized strategies, such as customized liquors tailored to regional tastes. Regional players, meanwhile, leverage local tourism and catering resources. With both sides deploying innovative tactics—from themed tours to cultural collaborations—the battle for China’s banquet market shows no signs of cooling down. 

In this high-stakes environment, companies must balance creativity with core strengths: building emotional connections while delivering tangible value. The race to dominate the “ritual + social” scene is just beginning.