Kweichow Moutai is China's largest maker of baijiu, a clear spirit distilled from fermented sorghum. The company has been doubling down on marketing to millennials and Gen Z in a bid to refresh baijiu's dated image as an "old person's drink" traditionally served at state banquets and family events. 

According to the company, such tie-ins allows younger, more price-conscious consumers experience the novelty of trying the Moutai brand for a cheaper price and in a more accessible medium. Meanwhile, other commentators are more skeptical, citing the risk that these lower-priced co-branded products might dilute its luxury brand name.