Big news from Maotai! Another collaboration is about to emerge

After the explosion of "Maotai Latte with Soy Sauce", Kweichow Moutai quickly announced another cross-border new product.

On the evening of September 13, the official micro blog of Kweichow Moutai released a meaningful poster with the words "melt at the entrance, long aftertaste" and the prompt "Kweichow Moutai ×?". Please look forward to September 16.

The reporter learned from informed sources that Maotai Chocolate is about to be launched and is expected to officially go public on September 16th, in collaboration with DeFu Chocolate, a subsidiary of Mars Food Company.

Less than 10 days ago, Ruixing and Kweichow Moutai jointly launched the "Soy Sauce Latte", which quickly ignited social media.

In just a few days, Kweichow Moutai has launched new cross-border products, which to some extent shows its determination to launch "+Moutai" series of peripheral products.

Once revealed the trend of "Maotai Chocolate"

On May 29th this year, the one-year anniversary celebration of Maotai ice cream was held at Maotai Hotel.

At the event, Ding Xiongjun, the chairman of Kweichow Moutai, revealed that, based on the price belt of 29 yuan, 39 yuan, 49 yuan, 59 yuan and 66 yuan, he would continue to dig into the existing six types of Moutai ice cream products, and would also increase the research and development of wine chocolate, alcoholic drinks, stick sticks, soft ice, etc., to establish a product matrix of different types, different prices, and distinctive features.

Now, Maotai chocolate has arrived.

It is understood that Moutai chocolate will be made of high-quality chocolate and 53 degree Kweichow Moutai wine. Each piece contains soy sauce flavor and sweet smell, which is a unique taste enjoyment.

"Sauce flavored Latte" has gained popularity

For consumers, the hot and popular "sauce flavored latte" is still lingering.

On September 4th, Maotai and Luckin jointly launched the "Sauce flavored Latte" which was officially launched.

Due to excessive sales, many consumers still rush to Luckin Coffee stores early in the morning to buy "sauce flavored lattes".

According to official data released by Luckin Coffee, the first day sales of the sauce flavored latte exceeded 5.42 million cups, and the first day sales of the single product exceeded 100 million yuan. Ruixing Coffee suggested that because "Baijiu flavor thick milk" containing 53% vol Kweichow Moutai liquor was used in the ingredients of "Maotai Latte with Soy Sauce", each drink contains part of alcohol.

"Maotai Latte" is regarded as a successful case of "creating a better life" in Kweichow Moutai.

On September 13, Ding Xiongjun, Chairman of Kweichow Moutai, said at the 2023ESG Global Leaders Conference that Moutai has formed a wine tourism and health care industry cluster covering scenic spots, museums, business streets, hotels, airports, hospitals and other assets worth tens of billions, and has also developed and launched a series of peripheral products of "+Moutai", such as "Maotai ice cream" and "soy sauce latte".

Ding Xiongjun also stated that the "Sauce flavored Latte" jointly operated by Maotai and Luckin sold 5.42 million cups, with sales exceeding 100 million yuan on the same day. Maotai also developed and launched a number of digital beauty platforms, such as "iMaotai" and "Xunfeng Digital World", which have achieved good business results. Since its launch last year, "iMaotai" has accumulated over 46 million registered users and a total transaction volume of over 30 billion yuan.

According to the data, Maotai Group currently has three main businesses: liquor industry, liquor tourism and health care, and comprehensive finance. The liquor industry is the foundation of Maotai's establishment and development, and has always been the "main business" and the "fist" in its main business. At the same time, with the "fine wine chain" as the main line, expanding liquor tourism and health care, integrating financial formats, and carefully building a "first, second, and third industry complex", Maotai is striving to build a Maotai industrial ecology of "fine wine, beautiful life, and beautiful links".

Cross border marketing is gradually becoming a trend

Although the sales revenue of "Maotai+" products is still "a drop in the bucket" compared to Maotai liquor, the level of discussion and attention it generates cannot be achieved solely by selling Maotai liquor.

A research report from securities firms pointed out that the launch of products such as Maotai ice cream is an attempt for brands to engage with young people and potential future consumers, and to promote a youthful and fashionable marketing strategy. "I Maotai" is becoming a window for Maotai culture and brand promotion. In addition, the new specification of Xiaomaotai will explore more sales price possibilities with the minimum trial and error cost and the fastest way to obtain consumer feedback, and will also provide data support for scientific market decisions required for more new product launches.

In addition to Kweichow Moutai, many Baijiu enterprises are also actively cross-border marketing.

For example, Shanghai Guijiu set up a tasting center in its headquarters building, launched Baijiu coffee and Baijiu ice cream, and carried out cross-border cooperation with Ullens Contemporary Art Center and online celebrity restaurant.

During the second Wuliangye Harmony Culture Festival held this year, Wuliangye collaborated with local coffee brand Yongpu Coffee in Shanghai to launch coffee drinks containing Wuliangye.

In addition to coffee, there are also companies that choose cross-border new tea drinks in an attempt to better cater to the younger consumer group. In 2020, Luzhou Laojiao and Chabaidao jointly launched a milk tea called "Drunken Steps on the Road".

Xiao Zhuqing, an independent commentator for the Chinese liquor industry, stated that Maotai's series of actions are all aimed at reaching out to young people, promoting brand youthfulness, maintaining Maotai brand popularity, and enhancing brand height and value. Moreover, through this series of actions, Maotai can contribute significantly to performance improvement with small efforts in situations where social purchasing power is insufficient, its own production capacity is insufficient, and investment is limited.

He believes that at present, the homogenization competition in the whole Baijiu industry is serious, and every liquor enterprise will actively seek for differentiation, hoping to improve the brand height and maintain the brand popularity. Last year, Maotai started making ice cream and achieved a win-win result, playing a good demonstration effect in the industry. Maotai achieved brand rejuvenation through ice cream, allowing more young consumers to experience the taste of Maotai liquor and recognize the symbol of the Maotai brand through Maotai ice cream.