Moutai and The Farmer’s Bride Requires Care! Part 2: The Organic Grand Strategy (2021)Dove’s co-branded chocolate experienced a similar sales boom as the baijiu-infused latte, and sold out within one minute of its online launch on Sept. 16, marking another instance of a successful joint marketing initiative for the Chinese brand this month. Ding Xiongjun, chairman of Kweichow Moutai, mentioned at the chocolate launch event that Moutai aims to embrace the younger generation as a strategy for the liquor maker to ‘stay young’ while ‘enhancing corporate vitality.’ The throat-burning liquor has been diversifying its business over the past year, starting with the introduction of baijiu-infused ice cream last May and teasing a new kind of Latte with Moutai’s alcohol in early September. However, the Shanghai-listed company has temporarily paused its expansion into peripheral products. [NBD, in Chinese]
