STORY CONTINUES BELOW THESE SALTWIRE VIDEOSSHANGHAI - Chinese luxury liquor-maker Kweichow Moutai is again looking to diversify from its fiery baijiu spirit core business to attract a new generation of consumers via a sweet collaboration with Mars, Inc.-owned Dove.
Within an hour, a hashtag about the collaboration had leapt to the top of the trending topics list on China's Weibo social media platform. "This demonstrates Moutai's desire to broaden their appeal more to younger consumers," said Jason Yu, greater China managing director of market research firm Kantar Worldpanel."They fear their current base is too concentrated on older consumers and that makes them worry about the future of the brand."
The company, based in China's southwestern Guizhou province, began its run of collaborations last year with domestic dairy Mengniu. The resulting series of alcohol-infused ice-creams also caused a stir among Chinese consumers.
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