Moutai now serving boozy chocolate

Liquor-maker Kweichow Moutai is again diversifying from its fiery baijiu spirit core business to attract a new generation of consumers via a sweet collaboration with Mars-owned Dove.

The companies will from tomorrow be selling limited-edition alcohol-infused chocolates.

That comes 10 days after the launch of a baijiu-infused latte from Moutai and Luckin Coffee, which sold out in cities around China. "This demonstrates Moutai's desire to broaden its appeal more to younger consumers," says Jason Yu, Greater China managing director of market research firm Kantar Worldpanel. "They fear their current base is too concentrated on older consumers."