Moutai, popularly known as China’s national liquor brand, is set to unveil baijiu-infused chocolate in cooperation with Mars-owned Dove on Saturday, as part of the luxury brand’s ongoing efforts to draw in younger consumers. The co-branded chocolates will contain 2% alcohol, a far cry from the liquor’s 53% alcohol volume, and will be priced at RMB 78 ($10.8), according to its purchase page on the e-commerce platform Tmall. The announcement follows closely the luxury liquor maker’s recent partnership with Luckin Coffee which introduced the baijiu-fragranced latte, a viral success among Chinese consumers, earning Luckin RMB 100 million on the first day of release. [Moutai, in Chinese]
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