China’s premium liquor business is moving into on-demand retail, and Meituan is betting that trust will be the ultimate selling point.
The tech giant’s dedicated alcohol platform, Waima Alcohol Delivery (歪马送酒), has rolled out a “full-process authenticity guarantee” — promising that every bottle, from warehouse seal to doorstep delivery, will be traceable and verified genuine. The move comes as Chinese consumers increasingly buy high-end spirits like Moutai online, but remain wary of counterfeit risks in the last mile.
“At the inbound stage, we have designed a strict ‘seal check’ process,” a frontline warehouse worker at Waima Alcohol Delivery said. “The receiver inspects the seal carefully, and if it’s broken, the delivery is immediately rejected.”
In addition to seal checks, the platform carries out 100% unboxing and authenticity verification for high-value liquor before it enters storage.
Waima Alcohol Delivery has installed 24-hour surveillance in both central and front warehouses to guard against the substitution of genuine products. The video is monitored in real time and stored long-term.
“We conduct weekly inventory counts and random inspections across all liquor categories,” the warehouse worker said. “The results are cross-verified and documented for record-keeping.”
For delivery, high-value bottles are placed in specialized containers fitted with a one-time “security lock” bearing a unique code. The fully sealed packaging is designed to prevent substitution during transportation and ensure the last mile is secure.
Premium Liquor Rising in On-Demand Channels
When instant delivery services first appeared, sales centered on craft beer, entry-level wines, and baijiu priced under 100 yuan. Consumption patterns are now shifting. The move comes as premium liquor demand grows in China’s on-demand retail channels.
“Meituan has changed Chinese consumer habits. These days, people buy almost anything on Meituan, so any kind of liquor can be sold there,” said Guo Fusheng, founder of I Love My Wine, a Tianjin-based liquor retail chain.
According to data from the company, Waima Alcohol Delivery’s transaction volume in the first half of this year increased 160% from a year earlier.
I Love My Wine now operates on popular on-demand instant retail platforms such as Meituan, Ele.me, and Taobao Flash Sale. Guo said Moutai has become a key bestseller in on-demand channels.
“In on-demand retail, beer still accounts for the largest share of volume,” he said. “While Moutai doesn’t sell as frequently, the profit from a single bottle equals that from 100 bottles of beer, so it’s extremely important.”
Fears of Product Substitution
Authenticity is a particular concern for premium wine and spirits buyers. Many have traditionally preferred group-buying or established retail outlets, wary that multiple handoffs in on-demand storage and delivery could raise the risk of product substitution.
Such incidents have been documented. In 2021, local media reported a customer who ordered seven dishes from a restaurant via an on-demand platform but received only one dish from that restaurant; the rest came from other eateries. The delivery rider later said he swapped items to save time.
Waima Alcohol Delivery’s guarantee is aimed at easing such fears among high-end consumers. Guo said Meituan has long had mechanisms in place to address authenticity issues.
“Merchants must pay a 20,000 yuan deposit when they join,” he said. “If a customer complains about counterfeit liquor, the platform compensates them first and deducts the cost from the deposit. This policy can help reduce concerns.”
Waima Alcohol Delivery’s “full-process authenticity” system emphasizes prevention, using protections throughout warehousing and delivery to block opportunities for substitution.
The company says the approach also serves as a market signal, demonstrating its commitment to authenticity as a means of driving sales in China’s fast-growing premium liquor segment.
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