, November 11 (Zhongxin Financial Reporter Xie Yiguan) "Please give my lover a glass of Mojito, I like to read her eyes when she is slightly drunk..."In 23, Jay Chou released a new song "Mojito", making the cocktail "Mojito" a popular product for a while.

Three years later, Moutai Ecological Agriculture Company, controlled by Kweichow Moutai, cooperated with MOJT Moqito to launch the "Taste of Guizhou" series of cocktails, and Jay Chou became the product spokesperson and chief tasting officer.

Following Moutai ice cream, sauce latte, and wine chocolate, this time Moutai joined hands with Jay Chou to get closer to young people again.

The price is 539 yuan / bottle, and fans have to "pay" for Jay Chou

Recently, Moutai Ecological Agriculture Co., Ltd. and MOJT Moqito held a new product launch conference in Xiamen, announcing the launch of the jointly developed "Guizhou Taste" series of cocktails: spicy berry, blueberry sour, and blueberry silk.

Screenshot of MOJT Moqito Cocktail Weibo.

According to reports, the new product is inspired by the world's classic cocktails such as Bloody Mary, Whiskey Sour, and Singapore Sling, and integrates the "Guizhou taste" such as blueberry juice and blueberry distilled spirit, special red sour soup, and Kweichow Moutai to form a unique oriental flavor specialty cocktail product.

Moutai wine with juice and red sour soup, although I don't know how it tastes, it is enough to attract attention, and with Jay Chou, it also makes "Jay Chou Moutai Cocktail" successfully appear on Weibo hot search.

In the promotional video, Jay Chou swayed a glass with a cocktail, and this scene also "shook" into the hearts of fans. Many fans "fully support" in the comment area, "Jay Chou's endorsement must be bought", "I don't want to be pinched by Moutai, but it chooses Jay Chou".

In the flagship store of MOJT Moqito liquor on an e-commerce platform, this "Guizhou Taste", which is priced at 539 yuan per bottle and has an alcohol content of 30%vol, has been sold more than 600 times as of press time.

Screenshot of the "Taste of Guizhou" cocktail product.

"Judging from the current pricing, compared with other popular cocktails, Moutai cocktails are more to meet the needs of high-end cocktail enthusiasts and serious enthusiasts." Alcohol analyst Cai Xuefei told reporters.

In his opinion, the spokesperson of this cocktail is the star Jay Chou, which has its own fan effect, which also shows that Moutai may want to use the younger genes of the cocktail to strengthen the promotion and cultivation of Moutai's quality and taste. Considering the global popularity value of the cocktail, Moutai may also consider using this cocktail to test the waters for internationalization and other goals.

Why does Moutai frequently embrace young people across borders?

The "rejuvenation" mentioned by Cai Xuefei is a major "keyword" of Moutai's cross-border products in recent years.

According to iiMedia Consulting statistics, the 18-30 age group will become the second largest consumer group of alcohol in China in 2023, accounting for 39.13%. The main consumer is showing a trend of younger people. However, young people are not keen on liquor, according to the "Young People's Wine - Research Report on China's Alcohol Category Innovation" released by Rees Strategic Positioning Consulting, the most common drinks among young people are beer, wine and fruit wine, of which beer accounts for 40%.

With the changes in consumer groups and consumption habits, how to cultivate potential consumers and leverage the vast market of Generation Z has become an urgent consideration for Kweichow Moutai, a traditional liquor company.

The launch of the "MOJT" series of cocktails, Ding Xiongjun, chairman of Kweichow Moutai Group, said that it is an important attempt made by Moutai Youmi to comply with the trend of health, youth, fashion and urbanization, and promote the transformation from "selling wine" to "selling lifestyle".

Previously, in order to embrace young people, Kweichow Moutai has made many similar attempts, and has successively launched cross-border products such as Moutai ice cream, sauce coffee, and wine chocolate.

These cross-border cooperation, judging from the data, can be called successful cases: as of May this year, the cumulative sales of Moutai ice cream in cooperation with Mengniu are nearly 5 million cups; In September this year, the "Sauce Latte" jointly launched with Luckin Coffee exceeded 1000.9 million cups on the first day, and the sales of single products exceeded 542 million yuan on the first day, creating a phenomenal popularity; Also in September, after the wine heart chocolate co-branded with Dove was put on the shelves, the official store was second.

These achievements have also aroused the envy of the industry. Following this trend of rejuvenation, many wine companies such as Shede Liquor and Yanghe Co., Ltd. have launched ice cream products; Wuliangye, Shanghai Guijiu and other wine companies have launched alcoholic coffee.

But after frequent co-branding, Moutai has also been questioned whether it is consuming the brand power that it has built up so hard.

In this regard, Xiao Zhuqing, a wine analyst, believes that the launch of a series of new products will not only not dilute the Moutai brand, but also attract more young people to pay attention to Moutai, cultivate their taste and memory of Moutai flavor, and cultivate and tap the potential customer base of Moutai.

Cai Xuefei also mentioned that for a mature high-end brand like Moutai, it is acceptable to appropriately cross borders in the wine category, which can not only enrich the brand connotation and activate the brand image, but also occupy a place for consumption in new scenarios. Comparatively speaking, there is less risk of consuming the brand.

Although it is impossible to specifically understand the impact of "cross-border" on Moutai's performance, judging from the third quarterly report released by Kweichow Moutai, in the first three quarters, its operating income exceeded the 1032 billion mark for the first time, reaching 68.18 billion yuan, a year-on-year increase of 48.528%; net profit attributable to shareholders of listed companies was 76.19 billion yuan, a year-on-year increase of 09.<>%. (ENDS)