Alcohol-infused chocolate balls are the latest item to take over China’s social media as consumers clamor for the surprise tie-up between liquor giant Kweichow Moutai Co (貴州茅台) and Mars Inc’s Dove brand.
The chocolates, which sell for 35 yuan (US$4.80) for two 10 gram pieces, sold out immediately when launched on Saturday and presales every day since are also sellouts. Despite some social media complaints about the high price, the chocolates are also proving popular on resale platforms, where 12 chocolates are selling for 500 yuan, according to local media reports.
The partnership follows Luckin Coffee Inc’s (瑞幸咖啡) popular launch earlier this month of an alcohol-infused latte, with Kweichow Moutai wanting to appeal to a younger demographic.
Photo: Reuters
The firm gets more than 80 percent of its revenue from moutai, a colorless but fiery liquor traditionally served at state banquets and popular among middle-aged consumers.
“As a traditional Chinese brand, Moutai needs to be forever young and embrace the young generation to enhance vitality,” chairman Ding Xiongjun (丁雄軍) said on Saturday.
Market watchers are split about the recent tie-ups translating into better sales over the long term. Bloomberg Intelligence has said it affirms the view that the distiller might continue with its accelerated efforts to rejuvenate the brand.
Others have warned that the low-cost items’ popularity may tarnish its luxury image.
“Marketing campaigns that link a premium brand like Moutai to too many mass-market consumption may not be helpful,” said Zhao Huanyan (趙煥焱), a Shanghai-based economist at Huamei Consulting Co (華美顧問).
The liquor firm has already sought to clarify its priorities, vowing to stick to its core business.
The collaboration is “trying to enhance Moutai’s competitiveness,” Ding said. “No matter how the time changes and how consumption is upgrading, Moutai started with liquor and will focus on liquor.”
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