Wuliangye Yibin is China’s second- largest baijiu producer by revenue, with sales of CNY 66 billion in 2021 compared with over CNY 100 billion for Moutai. Founded in the 1950s, Wuliangye is located in Yibin, Sichuan province, in southwest China. Its core product, 52-degree Wuliangye, is widely known as the best rice-flavored baijiu in the market. The high-quality products, extensive history and brand strength have led to strong pricing power, allowing the company to enjoy high retail prices and profit margins.
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