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Kweichow Moutai Sweet Talks Millennials with Baijiu-Infused Chocolates

Fresh off the heels of its latest collaboration with Luckin Coffee, Kweichow Moutai has launched yet another baijiu-infused co-branded product, this time with Mars Inc's Dove chocolate brand. 

Kweichow Moutai and Dove have released baijiu-infused chocolate balls, with each box containing two 10-gram balls retailing for 35 yuan ($4.80). Each ball contains 2 grams of Moutai baijiu. On resale markets, these chocolate balls are already being resold for 500 yuan ($68.5), after it sold out on official channels following Saturday's launch. 

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. 


88 Bamboo Editorial Team