The Wine Chronicle 《品醇集》

THIS WEBSITE USES COOKIES TO ANALYSE TRAFFIC, YOU AGREE TO THIS BY CONTINUING.


TRENDING 最新消息 FOCUS 中文焦點 MISSION 公司宗旨 ABOUT US 關於我們 CONTACT 聯絡方法

NEWS

CHINA'S KWEICHOW MOUTAI LAUNCHED LIQUOR ICE CREAM TO ATTRACT YOUNG CONSUMERS

By Susan Lewis

13-6-2022



Source: China News Service

China’s leading liquor producer Kweichow Moutai has launched a new ice cream line that is 2 percent infused with its signature fiery baijiu in a move to attract young customers.

Kweichow Moutai opened its first ice cream outlet in Guiyang, the capital city of its home province Guizhou in southwestern China, in late May and started online sales at the same time.

Chinese media reported that 40,000 boxes of ice cream were shifted within the first hour of opening, raking in RMB2.5 million (USD375,500).

Developed in partnership with China’s leading diary producer Mengniu Dairy, it is the first ever food product to be sold by the distiller.

The ice cream comes in three flavours, they are plain, vanilla and plum. The plain and vanilla flavours are priced at RMB66 yuan (USD9.9) for a 75-gram cup, while the plum flavour is a bit cheaper at RMB 59 (USD9).

Moutai baijiu contains 53 percent alcohol by volume. The company said the ice cream, which has 2 percent baijiu, should not be consumed by minors, pregnant women, or those allergic to alcohol.

Despite that baijiu is China’s national drink and Kweichow Moutai remains its leading brand, the company has struggled to broaden its customer base due to the product’s unaffordable price tag and the higher level of health consciousness among younger people.

China’s baijiu distillers are also facing pressure from the growing popularity of imported spirits like brandy and whisky.

According to data from China's National Bureau of Statistics, production of baijiu has been in constant decline since the late 2010s, halving to 71.5 million hectolitres in 2021 from 2016.

(the writer can be contacted at: info@thewinechronicle.com)

ALL RIGHTS RESERVED

**IF YOU THINK THE WINE CHRONICLE IS WORTH SUPPORTING, PLEASE MAKE A DONATION TO HELP US IMPROVE AND CONTINUE OUR WORK**

One-off Donation
Or You Can Donate Monthly

TRENDING│ FOCUS│ MISSION│ ABOUT US│ CONTACT