Abstract: In recent years,the white liquor enterprises have introduced various types of the vintage wine with the price which is several times higher than the similar products.However,the quality isn't good for the price.In order to standardize the vintage wine's market,and avoid the damage to the consumers' welfare,this paper,based on the economics theory,analyzes the essence causes of the vintage wine's high price.And the analysis thinks that under the condition of the absence of the internal and external supervision and regulation,the demand pull of the consumption level is the root of the vintage wine's high price,which led to the profit competition of the retail level,and transfers to the cost press of the production level.For the problem of the vintage wine's high price,the countermeasures of the government regulation as the guidance and the market mechanism as the main means are proposed.