China’s leading spirit brand, Moutai has recently opened its first ice cream shop in Beijing, as it hopes to reach out to younger adult consumers.
The decision to open the store is in response to the overwhelming response from Chinese consumers to its Moutai ice cream launched earlier in May. Moutai launched its first baijiu-infused ice cream with the aim of targeting the younger consumers through this new offering. These consumers will avoid Moutai as a liquor drink due to its strong taste and high alcoholic content, but as an ice cream product, it seems to have a following.
Currently, 3 flavors namely original, vanilla and green plum, all of which contain not more than 2% of Moutai, are sold at the store with price ranging from Rmb 59 (US$8.50) to Rmb 66 (US$9.60) per 75g small tub. This is however considered expensive if compared to other ice cream products found in the market.
Recently, baijiu producers are getting more innovative by introducing new products like baijiu-flavored snacks, cake and chocolate to entice the younger consumers whom are adventurous in trying out new flavors.
Baijiu, as a drink, is often consumed by the older generations and due to its expensive price, is appreciated as a special gift or drunk during special occasions.
At the time of reporting, Moutai had already opened 9 offline ice cream stores all across China. In addition, consumers can also order the ice cream online via iMaotai. Maotai plans to open another 10 stores in Shanghai, Shenyang and Harbin.
